Dunkin Donuts changed its name, and people have mixed feelings about it.

Dunkin’ Donuts has announced that they have changed their company name to only Dunkin’.

On September 25, the company tweeted out,“It’s official: we’re going by Dunkin’ now. After 68 years of America running on Dunkin’, we’re moving to a first-name basis. Excited to be BFF status with you all…”

The company uses its new “first name basis” as a marketing strategy, claiming that they are now “best friends” with their customers.

When word got out that the beloved company had changed its name, an uproar of opinions quickly began to spread. Both negative and positive opinions from loyal Dunkin’ Donuts customers flooded their twitter page. Critics questioned the changed name, and the supporters praised the innovation.

One customer tweeted out, “I’m not entirely sure how I feel about this marketing decision.” Another tweeted, “…too much is going on in the world to add this name change news to the mix. Dunkin’, my heart cannot take it.”

A supporter describes the name change as, “most well played name change of the year.” And a second supporter states, “congratulations on the new name [Dunkin’ Donuts]! I can drink to that…” Other customers were not bothered by the name change, and congratulated the company on their recent decision.

Throughout the year, Dunkin’ Donuts has also removed items from their menu including multiple donut flavors. These menu cuts contribute to the nation wide push to eat healthier. Also, the coffee industry has a higher profit compared to the donut industry, as these changes should emphasize their sale of coffee products. So basically, Dunkin’ Donuts’ strategic marketing should potentially push the company to improvement in the market.

Whether you support the new name or not, Dunkin’ Donuts makeover is here to stay, as the company pushes to be the best it can be.