Dunkin' Donuts on Tuesday said it was rebranding itself to simply "Dunkin" to convey its focus on serving coffee.
The name change, which will take effect in January 2019, was announced during its Global Franchisee Convention on Sept. 25.
“We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day," chief marketing officer of Dunkin’ US Tony Weisman said in a statement.
Dunkin’s US President and CEO David Hoffmann said the new branding is part of the company’s modernization blueprint.
Although the word will no longer appear in branding and logos, donuts "will remain a significant focus" for the brand, Dunkin' said.
The company is the No. 1 retailer of donuts in the United States and sells "more than 2.9 billion donuts and Munchkins donut hole treats" globally every year.
The brand, founded in 1950, has more than 12,600 restaurants in 46 countries worldwide.
source: news.abs-cbn.com