Dunkin’ Donuts is losing half its name — and maybe some hardcore fans, too.
The iconic, 68-year-old coffeehouse released a statement Tuesday indicating the brand would simply be known as Dunkin’ come January.
“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” said chief marketing officer Tony Weisman.
But for longtime patrons, the news was harder to swallow than a three-day-old cruller.
“I’m not okay with this at all,” tweeted user Christina. “This doesn’t even make sense. ‘Dunking’ by itself has no subject or direct object. UGH STOP IT.”
The new look is an effort by the 12,000-store chain to remain relevant amid fierce fast-food competition. New signage will eventually replace old “Dunkin’ Donuts” logos.
Another Twitter user, going by the handle She came undone, was more direct in her displeasure.
“I refuse to comply,” she wrote, before adding the hashtag #DunkinDonutsForever.
The company rolled out its catchy tagline “America Runs on Dunkin’” in 2006 and received positive feedback about the shortened name.
Dunkin’ franchises can be found in 36 different countries, including 900 in South Korea — which has three times as many doughnut shops than McDonald’s.