After much teasing, Dunkin' Donuts announced on Tuesday that come January the chain will officially drop the word "Donuts" from its name, rebranding to simply Dunkin'. “It’s just going to feel very familiar to people.”

But Reis said even if doughnuts have fallen out of favor among a more health-conscious customer base, people already know Dunkin’ Donuts as a place where they can just get coffee and enjoy the doughnuts’ smell. Among the imminent changes is an overhaul of its store designs, the introduction of new drinks, including cold nitro brew coffee, a mobile order drive-through lane and placing baked goods inside a glass case "within arms reach of the guests" as opposed to putting them in bins behind the register. Although the company will continue to produce doughnuts, the name change is one part of a large-scale makeover for the company that Dunkin' Brands' CEO and U.S. President David Hoffmann said in a statement he believes "will keep our brand relevant for generations to come" as it continues moving toward a "beverage-led" retailer.
Dunkin' Donuts announces it will drop the "Donuts" part of its name and be simply known as "Dunkin' " beginning in January 2019.