Dunkin’ to Drop the Donuts

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Dunkin’ Brands has revealed plans to drop the word donuts from its name in January 2019.

The company announced the news on Twitter this week.

The company claims that the brand name is already synonymous with donuts and that it is therefore redundant to hold onto the word for the breakfast dessert.

The company will continue to sell donuts but will focus on its beverage business NPR has more:

In 2013, Dunkin’ Donuts began moving away from a doughnut-based identity, declaring itself a “beverage company,” when beverage sales reached 58 percent. According to the New York Times, that figure has gone up slightly to 60 percent.

We’ve been covering the brand for years. Check out our Spring 2017 issue to read more about when Dunkin’ launched their mobile app and digital ordering platform.

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