Dunkin' is officially dropping the 'Doughnuts' from its name — and people are freaking out

Business Insider/Jessica TylerDunkin’ is officially dropping ‘Doughnuts’ from its name.

Dunkin’ Doughnuts is officially dropping “Doughnuts” from its name, and fans aren’t happy about it.

The name change doesn’t come as a surprise – the Massachusetts-based coffee empire began testing the name Dunkin’ at a handful of Massachusetts locations late last year, according to Eater.

On Tuesday, the company announced that it would be changing its name to just Dunkin’ at all of its US stores by January.

The Dunkin’ concept is part of a major rebrand that includes a new store design, drinks like nitro-infused cold brew, and digital ordering kiosks.

Now that the name change is permanent, some fans aren’t sure how to feel. Some people seem to think it won’t make much of a difference, though for varying reasons.

Dunkin doughnuts name change6Twitter/@SteveFainer
Dunkin doughnuts name change10Twitter/@JONCCHASE

Many people are poking fun at the name change, comparing it to IHOP’s recent temporary rebranding as IHOb.

Dunkin doughnuts name change18Twitter/@alanzaniewski
Dunkin doughnuts name changeTwitter/@Seilback
Dunkin doughnuts name change14Twitter/@cobra_winfrey
Dunkin doughnuts name change13Twitter/@darth
Dunkin doughnuts name change11Twitter/@chriscesq

But many Dunkin’ fans are outraged at the name change.

Dunkin doughnuts name change15Twitter/@KyleWhiteman
Dunkin doughnuts name change19Twitter/@marty_doug
Dunkin doughnuts name change16Twitter/@gregcook411
Dunkin doughnuts name change12Twitter/HikerTrash65
Dunkin doughnuts name change9Twitter/@chucknwi
Dunkin doughnuts name change8Twitter/@BBladem83
Dunkin doughnuts name change7Twitter/@BarryPaschal
Dunkin doughnuts name change4Twitter/@brigitter1985

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.