Dunkin' Donuts officially dumps the 'Donuts' portion from its name

After considering changing its name up for more than a year, Dunkin' Donuts will officially drop the "Donuts" portion from its branding and simply be known as "Dunkin'" starting in January 2019. 

Check out a photo gallery at the top of the page for courtesy photos of the company's new branding, logo and coffee cup design, among other things. The Massachusetts-based company unveiled the branding and made the change official at the Global Franchisee Convention on Tuesday, Sept. 25. 

This name tweak comes after Dunkin' Donuts said it would open a test store known simply as "Dunkin'" in Pasadena, California back in August 2017. The chain has more than 12,000 locations across the world. 

"Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin' experience for our customers," Dunkin' Brands CEO David Hoffman said in a news release. 

"From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin', we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin', while still embracing our incredible heritage, will keep our brand relevant for generations to come."

Tony Weisman, the company's head marketing officer, added that this name change gives Dunkin' a new "opportunity to create an incredible new energy" for its stores on the inside and out. 

While this might take some time for the general public to get used to, the company has been referring to itself as "Dunkin'" for more than a decade dating back to its first "America Runs on Dunkin'" campaign. 

The company also wants to make clear that just because it's dumping "Donuts" from its name doesn't mean it still won't make and sell its popular doughnuts. Dunkin' reports in the release that it sells more than 2.9 billion doughnuts each year, and that each "restaurant is required to make the most popular" options each day combined with local favorites.