Starting in January, Dunkin' Donuts will drop the "Donuts" from ads, packages and signage at new and remodeled stores, as well as its social media accounts. "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 customer," said Dunkin' Brands (DNKN)CEO David Hoffmann in a statement Tuesday. The company later unveiled another store in Massachusetts that adopted the "Dunkin'" moniker as well. Dunkin' has more than 12,500 restaurants globally.
– First WW, now another high-profile name change. Dunkin' Donuts will as of January be known simply as Dunkin', in what NBC News reports is a rebranding designed to reflect its broadened focus on coffee and other beverages and up its appeal to a younger audience. CNN describes it as wanting to be seen as a "beverage-led" company. The logo may be down a word, but the company says it won't otherwise look different: It will still use orange and pink and the rounded font it has had in use since 1973, with the pink part now becoming the apostrophe. And yes, stores will still serve doughnuts.