Rija Hates Everything: Dunkin’-WHAT?


Illustration by Yasmin Haq

Dunkin’ is dropping the ‘Donuts’ from its name and I’m left with a giant, donut-sized hole in my heart that will now be filled with just a minor dislike for the name instead of raspberry jelly.

I don’t like this change, mostly because “Dunkin’” on its own sounds like a cliffhanger. It’s also misleading. It’s as if Fisher-Price became “Fisher” and people were suddenly trying to get fishing rods and other fishing equipments from them.

“Dunkin’” could literally be a swimming or a basketball club.

What is dunked? Who is dunking? Where is my donut?!

Everyone knows that Dunkin’ Donuts sells more than donuts—what donut shop does not?—but the company says the change will reflect its increasing emphasis on sandwiches, coffees and other drinks.

The change will officially take place in January 2019, although the new Dunkin’ logo, which will still have the same rounded font and colors from 1973, has already been tested at a few of its 12,500 franchises.

As Vox Journalism pointed out, this name change is part of a wave of consumer chains changing their name from the specific and toward the vague. Starbucks Coffee became just plain Starbucks because it didn’t want to be known just for selling coffee. On the other hand, Dunkin’ does want to be known for selling coffee, which is why it dropped Donuts from its name. Jo-Ann Fabrics became just Jo-ann becauseyou guessed itit sells more than just fabric. Don’t even get me started on the whole “IHOB” incident. And perhaps even more stupid than that, Weight Watchers became just WW because people don’t like diets as much as they used to.

Now, I don’t fully hate the name, but it will take some time for me to get used to it. Regardless what my opinion or your opinion is, the change will not be implemented until 2019, so there’s still time to enjoy the chain while they are still Dunkin’ Donuts, but get ready for a donut-sized hole in your heart.