These days, it feels like there are so few constants in life. It’s almost impossible to keep up with evolving technology, everyone is always thinking at least two holidays ahead, and now even the most iconic brands are changing their identities. Just two months after IHOP inexplicably (albeit temporarily) changed its name to “IHOb”; Dunkin’ Donuts rebranded itself as well — to just plain Dunkin’.
“It’s official: We’re going by Dunkin’ now,” the company announced via Twitter on September 25. “After 68 years of America running on Dunkin’, we’re moving to a first-name basis.” According to CBS News, the shift reflects the company’s increasing focus on coffee and other non-donut offerings.
The brand, clearly jazzed about joining the ranks of single-name stars (looking at you, Rihanna and Beyoncé, followed that tweet with the announcement of a Dunkin’ friendship bracelet sweepstakes. (You have until September 28 to enter for the chance to win ~custom Dunkin’ friendship bracelets~ for you and your bestie.)
But not everyone is so happy about this change, and fans quickly took to Twitter to express their disappointment and concerns. “I just made a Twitter account to say how terrible of an idea this name change was, someone should be fired,” one commenter wrote
Others pointed out the absence of “Donuts” could completely change the meaning of the name. “You went from a name that clearly suggested coffee & donuts,” one person wrote on Twitter. “Now you have a name that promotes basketball. This would be a good time to consider going back to original name.”
And others still took the opportunity to harp on the larger trend of iconic companies changing their identities. “1st @IHOP gives up on pancakes, now @dunkindonuts is giving up on donuts?” on Twitter user wrote. “What’s next, is @PopeyesChicken giving up on chicken?Is @olivegarden getting rid of its garden?Is @BurgerKing giving up on kings? Smh, just when you think you know people.”
According to CBS News, although Dunkin’ tested its new name at a Boston suburb location earlier this year; the change won’t officially happen until January; so if this news is a bit jarring to you, you’ll at least have a few months to adjust.
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