Dunkin’ Donuts is taking a major step in its rebranding process, announcing that it will drop the ‘Donuts’ from its name beginning from next January. The move is part of a wider repositioning by the brand as it seeks to establish itself as a quick-service coffee brand that also sells doughnuts, rather than the other way around.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers,” said Dunkin’ USA President and Dunkin’ Brands CEO Dave Hoffmann.

The new signage will put an emphasis on beverages and takeout rather than the chain’s traditional pastry offering, although doughnuts will still remain a core part of the business. All branding will retain the classic pink and orange colouring, as a reference to the brand’s almost 70-year history. The changes will be made in phases, beginning with packaging, advertisements and online branding. All new restaurants will be known as ‘Dunkin’’ and existing stores will slowly convert signage.

The dropping of ‘Donuts’ has been in play for about a year, with a store in Boston the first to ditch the second word.