Dunkin’ Donuts, purveyor of, well, donuts and other confections typically ingested in far too much haste, is dropping Donuts from its name starting in January. The company says it’s making the move to become better friends with its customers.
“After 68 years of America running on Dunkin’, we’re moving to a first-name basis. Excited to be #BFFstatus with you all,” the company announced in a heavy emoji-laden tweet on Tuesday.
Although the company will continue to produce doughnuts, the name change is one part of a large-scale makeover for the company that Dunkin’ Brands’ CEO and U.S. President David Hoffmann said in a statement he believes “will keep our brand relevant for generations to come” as it continues moving toward a “beverage-led” retailer.
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