Test or not, the change is pretty crazy, right? Well, Dunkin' claims dumping the Donuts half of its name isn't as crazy as it may seem, if you consider its longtime slogan: "We have been referring to ourselves simply as Dunkin’ in our advertising for more than a decade, ever since we introduced our “America Runs on Dunkin’” campaign."
But don't get too sentimental about the iconic branding just yet. Dunkin' Donuts doesn't plan on making a final decision to change its name across the board until "the latter half of 2018" when it begins rolling out redesigned stores, the spokesperson said. So, until then, hold on to your Munchkins, folks.
Hopefully, other popular chains don't follow suit. Burger King rebranding to just Burger, or Taco Bell rebranding to just Taco, or Krispy Kreme rebranding to just Kreme would get confusing. And awkward.