Dunkin' Drops the 'Donuts' as the Latest Brand to Shorten Its Name

Brand's new identity will take hold in 2019

The latest in the name-shortening branding trend involves the stuff that America runs on: coffee. 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’.