Seems the word “donuts” is no longer part of Dunkin’ Donuts brand.

Dunkin’ dropping donuts — for now

Dunkin’ Donuts is taking another step toward dropping the word donuts from its name. The Massachusetts-based coffee company started testing out a shorter name — Dunkin’ — last year at a few locations. Now, it’s expanding that branding to 30 locations in Boston and 20 other locations across the U.S. The chain is remodeling stores and refreshing its service with cold beverages on tap, reports Eater Boston. Despite their downgrade in the name, Dunkin’ will still sell donuts. The company doesn’t plan to make any permanent branding decisions until later this year, according to Business Insider.

When you spend decades getting consumers to call you one thing, then overnight tell them “Oh we’ve changed our name” that creates confusion.

Consumers don’t like to be confused, nor told why the new name makes sense.

It doesn’t matter if some big priced marketing department thought it would be easier.

Removing part of a name is costly. And maybe they think it will bring them more attention.

Consumers will stop going.

Pizza Hut tried to change their name in 2009 to THE HUT…that failed.

Radio Shack tried to change their name to THE SHACK…that was the end of them.

Radio Shacks are now gone.

I guarantee donut sales at the new monikered just plain Dunkin’ stores will fall as consumers will think donuts are no longer part of the brand. 

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