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Dunkin' Donuts shrinks name to simply Dunkin'

Dunkin' Donuts neon sign.
Photo: Jaap Arriens/NurPhoto via Getty Images.

After 68 years of being in the donut business, Dunkin' Donuts announced Tuesday it's making the move to be known on a first name basis: Dunkin'.

Why it matters: Starting in January 2019, all branding will be associated with Dunkin' so customers can attribute the name with their coffees and beverages and not just donuts, per CNN Money.