Culture

Where Do You Stand on Dunkin' Donuts Taking 'Donuts' Out of Their Name?

“Time to make the doughnuts!” How many of you can picture that iconic Dunkin’ Donuts commercial from the ’80s? But that commercial wouldn’t be able to run on television today. Why? Because our favorite go-to donut haven will be dropping the name “Donuts” from its name!

Yes, Dunkin’ Donuts is experimenting with a major name change. According to HuffPo,

The Massachusetts-based chain known for, well, doughnuts (oh, and coffee) said it will be test-marketing some abbreviated signage for a new store in Pasadena, California.

The company said in a release that it will experiment with a new name ― “Dunkin’” ― at that location. Other new spots will feature the shortened name as well.

According to a company statement released to Nation’s Restaurant News:

“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as “Dunkin’.”

While donuts are obviously a major draw for the restaurant, the fact remains that most people go through those doors to buy a yummy cup of coffee. The donut, if it is purchased at all, tends to be an afterthought. And since Dunkin’ Donuts competes with Starbucks, which also serves savory items in addition to its coffee and sweet treats, Dunkin’ Donuts (I mean Dunkin’) might be on to something.

The Twitter-verse, however, definitely had strong opinions on the matter:

And don’t forget those commercials:

What do you think about the potential change?