By Charlie DiSturco, SYRACUSE N.Y. (NCC News) — For the first time since 1950, Dunkin’ Donuts is set to undergo a name change in January 2018.
The company announced that it will drop the word “Donuts” from its name, in a move to re-brand itself as a beverage-first company.
It has been a move long coming, as Dunkin’ opened up a test store in Pasadena, California with the shortened name last year.
Some employees at Dunkin’ Donuts stores in central New York had no idea of the potential name change. But the move makes sense, Dunkin’ Donuts regular Frank Petrillo said.
“It represents the overall change in people wanting more coffee,” Petrillo added. “And the main motivation to go to Dunkin’ is to get coffee, and you may get something in addition.”
Dunkin’ reported that 60 percent of its United States sales had been from beverages, with coffee its most popular product.
As for the rest of the company’s characteristics, it will remain the same. The orange, pink and brown colors are here to stay, as will the donuts on the shelves.
The longtime slogan has been, “America runs on Dunkin’.”