Dunkin' Donuts is eliminating the word "Donuts" from its name. The move isn't a publicity stunt.
According to a news release, the development was necessary for Dunkin' to "transform itself into the premier beverage-led, on-the-go brand" by January next year. At least in the US, the "first-name basis" between the company and customers is nothing new, as the former launched the tagline "America Runs on Dunkin'" in 2006.
Basically, Dunkin' will now be focusing on its coffee products, while retaining its iconic sweet pastry and pink-orange color scheme. Dunkin' Brands CEO and Dunkin' US president David Hoffmann believes that "By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin', both in and outside our stores."
Despite the advance notice and valid explanation, the internet can't help but freak out over the major subtraction in the form of memes.
Out of the blue
Bean and tea leaf
Same brotha, same
Although coffee is life
We'll miss the word
Before Filipinos even got obsessed with Krispy Kreme and J.CO, previous generations flocked to Dunkin' Donuts stores for their doughnut fix.