A Dunkin’ restaurant in Boston. | W. MARC BERNSAU
Dunkin’ is throwing away the ‘Donuts.’
Canton-based Dunkin’ Brands Group Inc. (Nasdaq: DNKN) announced Tuesday that it will officially change the chain’s name from “Dunkin’ Donuts” to simply “Dunkin.'” The change will be effective January 2019, and will be reflected on all packaging, as well as the company’s advertising and website. All new and remodeled stores in the U.S. will use the new ‘Dunkin’ logo on interior and exterior signage.
The decision comes after Dunkin’ Brands tested out the new branding over the past year at some locations in Massachusetts and nationwide. It’s part of an effort to position the company as a “beverage-led, on-the-go brand,” Dunkin’ said in a release on Tuesday. The company has also been rolling out new store designs and emphasizing mobile ordering.