- Dunkin’ Doughnuts is dropping “Doughnuts” from its name in the US, and fans aren’t happy.
- The first Dunkin’ store to drop the “Doughnuts” was in Quincy, Massachusetts, in late 2017. Now the change is rolling out to 30 more Boston-area locations and 20 nationwide locations.
- The name change is a small part of a major rebrand that includes adding cold-brew taps and digital ordering kiosks, but fans are worried what the change means for their favourite chain.
Dunkin’ Doughnuts is dropping “Doughnuts” from its name in the US, 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.
The Dunkin’ concept is part of a major rebrand that includes a new store design, drinks like nitro infused cold brew, and digital kiosks to order at. The first Dunkin’ concept was opened at a Quincy, Massachusetts, location. By the end of the year, the new concept will be at 30 locations in Boston and 20 across the US.
The Dunkin’ concept isn’t necessarily a permanent change – while it will be rolling out to about 50 stores, Dunkin’ Doughnuts said in a statement that it doesn’t plan to make any decisions regarding the branding until later this year.
Even though the change may not last forever, not everyone is thrilled about it; some fans are confused.
…but many people are angry about it.
“They literally invented the word ‘Doughnut’. They should keep it forever,” wrote Twitter user @larocciDave.
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