On Tuesday doughnut lovers were outraged on social media over the decision by Dunkin’ Donuts to drop the signature product of the company from its official name, as it attempts to promote a wider selection of items on the menu and attempts to attract a younger generation.
The U.S. based chain will continue selling its doughnuts, but beginning January 2019, it will launch a new logo on store signage, packaging and in advertising, while keeping its pink and orange color scheme.
CMO of the chain Tony Weisman explained that the company was on a first-name basis in America and thus it was time for a change.
However, many Dunkin’ Donuts lovers were not happy with the company’s decision.
One tweet called the decision to change the name tragic and heartbreaking, while another asked if anything was still sacred today.
Very few took to the social media sites in defense of the company’s decision to drop “Donuts” from its name.
Dunkin’ Donuts was founded in 1950 and is based in Canton. Massachusetts. It started to roll out its new identity during the past few months, opening 30 new “Dunkin” locations in and around the Boston.
The name of those new locations created a large amount of backlash even prior to the official announcement by the company on Tuesday.
One tweet by a long-time fan of the chain said the company invented “donut” and should keep the word forever.
The launch of the brand 68 years ago came at the same time as the popularization of an alternative in spelling to the word “doughnut” according to data found on the internet.
This rebranding by Dunkin’ comes following other moves of a similar nature by Kentucky Fried Chicken and Weight Watchers which changed the names to KFC and WW respectively.
The brand names being shorter could appeal to the younger generation that has brought the texting abbreviations such as LOL and OMG into mainstream, but many of the brand loyalists from years past opposed these identify changes.
The marketing team for Dunkin’ said that it expected its new name to become very familiar to its customers who know the brand’s motto of “America Runs on Dunkin’,” that was launched in 2006.