Dunkin’ Donuts plans to drop ‘donuts’ from its name and rebrand itself as ‘Dunkin’. This is a part of CEO Dave Hoffman’s plans to bring beverages and breakfast meals to the forefront of the restaurant chain’s menu.
On Tuesday, the chain announced that in January, it would officially change its name to simply ‘Dunkin’. Though the pilot tests of the new name didnt get a good feedback but apparently did little to convince executives not to make the change official.
The decision is especially notable because Dunkin’ Donuts played a crucial role in putting the word ‘donut’ in the dictionary. Merriam -Webster even credits Dunkin’ Donuts for helping to popularize the spelling (over doughnut) forcing the dictionary to add the word.
A Dunkin’ Donuts representative previously told Business Insider the company did not have additional information on why Rosenberg spelled Dunkin’ Donuts as ‘donuts’ versus “doughnuts,” though the chain could confirm that it has been spelled that way since 1950.
The first Mister Donut opened in Boston in 1955 and expanded to nearly 1,000 locations in the US before its American business was acquired by Dunkin’ Donuts’ parent company in 1990. Today, Mister Donut has a booming business in Asia, with more than 10,000 locations worldwide.