'Dunkin' Donuts' Will Soon Just Be 'Dunkin' The shift in name of the iconic American brand will begin in January of 2019. "Donuts" will be dropped from ads, packages and the sign of new and remodeled stores. Dunkin' seeks to rebrand itself as a company that focuses on coffees, teas and to-go food. The company is also planning an expansion of 1,000 new stores by 2020. David Hoffman, CEO Dunkin' Brands, via CNN Money The new name has had a test drive in Massachusetts. That location also includes digital kiosks and a special drive-thru for customers who order ahead on the app. Tony Weisman, Dunkin' CMO, via 'USA Today'