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September 25, 2018
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After threatening to change its name for about a year and a half, Dunkin' Donuts has finally pulled the trigger.

The company announced Tuesday that starting in January, it will officially be known as just Dunkin'. A tweet posted to the official Dunkin' Donuts Twitter account said that "after 68 years of America running on Dunkin', we're moving to a first-name basis." Per CNN, this reflects the chain's efforts to re-brand itself as being "beverage-led," although the donuts are still staying on the menu. CEO David Hoffmann said the move is part of an effort to "modernize the Dunkin' experience for our customers," Business Insider reports.

This idea was first floated in April 2017, when a single location opened that was just called Dunkin', CBS News reported. Earlier this year, that name was applied to more locations, though the company clarified at the time that it would make a final decision about whether to roll the abridged name out nationwide at a later date, per Business Insider.

The decision has now been made, and you can expect the logo to start changing on signs across the country in a few months. And unlike that time IHOP briefly started calling itself IHOB, this decision appears to be permanent. Brendan Morrow