Here's why Dunkin' Donuts execs say they aren't afraid of backlash as the chain slashes the 'Donuts' from its name

Business Insider/Jessica Tyler

A next-generation Dunkin' location.

• Dunkin' Donuts' decision to strike "Donuts" from its name has sparked backlash among some fans of the chain.
• However, executives said that the chain saw "overwhelmingly positive" reactions to the new name in a test of roughly 50 stores.
• "Consumers will come in and they'll tell the crew or the franchisee that it just really looks right, it just feels like the brand I know and love," Tony Weisman, Dunkin' Donuts' US CMO, said in a call with reporters on Tuesday.

Dunkin' Donuts is striking the "Donuts" from its name.

On Tuesday, the chain announced plans to officially change its name to simply "Dunkin'" in January.

For a certain segment of customers, such a change is worrisome and nearly blasphemous.

"Why would anyone want to distance themselves from donuts?" one person commented on Dunkin' Donuts' Facebook post announcing the change.

However, executives said in a call with media on Tuesday that there is little reason for the chain to fear backlash.

"We've tested this extensively with consumers in some of our core markets where we've been along for a very long time, as well as some of our newer markets, and the reaction was overwhelmingly positive," said Tony Weisman, Dunkin' Donuts' US CMO.

Dunkin' started testing the shortened name in new and remodeled "next-generation" stores earlier this year. According to Weisman, the test has been a success, helping convince Dunkin' Donuts to make the change at all stores.

Dunkin' Donuts

New stores' signage will simply read "Dunkin'."

"Consumers will come in and they'll tell the crew or the franchisee that it just really looks right, it just feels like the brand I know and love," Weisman said. "And so, I think we've had very little in the way of backlash in those new stores. And I think it's just going to feel very, very familiar to people."

Further, Weisman and CEO David Hoffmann both said that the chain has long been referred to as simply "Dunkin'" in casual conversation, especially following the launch of the "America runs on Dunkin'" marketing campaign 10 years ago.

"Our guests have been affectionately referring to our brand as Dunkin' for almost 70 years now," Hoffmann said.

"This isn't a change for the sake of change," Hoffmann continued. "For two years, we have been focused on evolving Dunkin' into the premier beverage-led, on-the go-brand and have been implementing what we call our blueprint for growth."

Along with the new name, Dunkin' Donuts is revamping its store design. Next-generation stores are optimized for on-the-go customers, and they feature more cold drinks like nitro-infused cold brew and digital ordering kiosks.