Dunkin’ Drops ‘Donuts’ – Latest Brand to Shorten Its Name

A case of addition by subtraction. By removing the “Donuts,” Dunkin’ can now sell anything.

Well, anything one can dunk, or dunk into, I suppose.

I, for one, will miss the donuts.

 – Al


From AdWeek:

“In what it calls an extension of its “first-name basis” with fans, the chain formerly known as Dunkin’ Donuts announced at its Global Franchise Convention that it’s now just Dunkin’.

“Dunkin’ is just the latest example of … older companies shortening their names … for a younger feel. Weight Watchers shortened its name to WW…Kentucky Fried Chicken became KFC in the early ’90s, while The Huffington Post shortened its name to HuffPost in a 2017 rebrand.”

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