In a letter today bound to spark outrage on the interwebs, Tony Weisman, Chief Marketing Officer of Dunkin’ Donuts, announced that Dunkin’ Donuts is changing its name to Dunkin’.

After much speculation, today we revealed that we are updating our branding and will now be known simply as “Dunkin’.”

For almost 70 years, America has been running on Dunkin’. It’s why we’re here. During that time we have built a strong relationship with our guests – a relationship similar to the ones people have with their friends. It’s time we take our relationship with our guests to the next level. We’re now moving to a first-name basis with America! And, as a matter of fact, with the world. 

Our new name is simpler, shorter and more modern, while still embracing our rich heritage by retaining the familiar pink and orange colors and iconic font that were introduced in 1973. It also speaks to the breadth of our product offerings. We’re all about serving great coffee fast. But we’re also about donuts and baked goods and breakfast sandwiches. All delivered at the speed of Dunkin’.

We are excited to bring the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our guests each and every day. But we’re not changing who we are at the core. We’ve always been, and always will be, a brand that is for on-the-go people, who depend on us to keep running.

Let’s see how the people are taking it?

Keep internetting, internet. You’re the best!