Coffee and donuts chain to drop donuts for simply ‘Dunkin’ in 2019

American coffee and donut chain Dunkin’ Donuts is no longer carrying the donuts in its brand name and is simply going for Dunkin’ starting 2019 as the company shifts its focus more on beverages.

It’s official: We’re going by Dunkin’ now. ???? After 68 years of America running on Dunkin’, we're moving to a first-name basis. ???? Excited to be #BFFstatus with you all ?????????? #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm

— Dunkin' (@dunkindonuts) September 25, 2018

In a statement released on its official website, Dunkin' Donuts said it will simply be called “Dunkin’” starting January 2019.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize Dunkin’ experience for our customers,” said Dunkin’ Brands’ CEO and Dunkin’ US president David Hoffman.

“We believe our efforts to transform Dunkin’ while still embracing our incredible heritage, will keep our brand relevant for generations to come,” he said.

According to the company, the new branding was developed in partnership with agencies such as Jones Knowles Ritchie (JKR), BBDO New York, and Arc Worldwide, and is part of plans to shift its focus on beverages.

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” said Dunkin’ US chief marketing officer Tony Weisman.

“We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day,” added Weisman.

Founded in 1950, Dunkin’ now has over 12,600 restaurants worldwide in 46 countries, including the Philippines. —Jon Viktor Cabuenas/VDS, GMA News