Time to make the doughnuts ... disappear.
No, not from Dunkin' Donuts' shelves, just from its name.
Starting early next year, Dunkin' Donuts will officially be known as simply "Dunkin'."
The change reflects the company's increased focus on coffee, a departure from its initial image famously depicted in classic 1980s commercials featuring a baker delivering the famous line, "Time to make the donuts." The company's pink and orange color scheme, as well as its rounded font, will remain the same as they have since 1973.
Napkins, cups and advertising will reflect the change immediately in January. New and remodeled restaurants will be the first to convert to the Dunkin' branding on exterior signage, while existing restaurants may take longer to make the update.
The company, which has 10 locations in Buffalo Niagara, tested the new name on exterior signage at new "next-generation" Dunkin' locations over the past year. The next-generation concept was designed with beverages, speed and convenience in mind. It features a beer-tap-like serving system with eight taps for cold beverages. Next-generation stores have drive-thru lanes exclusively for mobile orders, and more convenient pick-up areas for mobile orders inside stores.
The company already refers to itself as Dunkin' in its "America Runs on Dunkin' " tagline, and said customers use the abbreviated name, too. The change simplifies and modernizes the company's name while paying homage to its heritage, the company said in a release.
Doughnuts will remain a prominent menu item.