Dunkin’ Donuts set to rebrand in 2019

Starting in January 2019, Dunkin’ Donuts will drop the “Donuts” from all its marketing materials.

The rebrand is part of the Dunkin’ Brand’s effort to relabel itself as a “beverage-led” company, focusing on coffees, teas, speedy service and to-go food. Although “Donuts” is out of the name, the company will still keep doughnuts on tap for its customers, according to CNN.

Dunkin’ says beverages make up 60% of its U.S. sales, especially coffee.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customer,” says Dunkin’ Brands CEO David Hoffmann, in a statement.