In September 2018, the company officially announced that it would shorten its name to Dunkin', with a wider roll-out beginning in January 2019. The company acknowledged that "Dunkin was already a common shorthand name for the chain among customers and in its marketing (including the slogan "America Runs on Dunkin), and that the rebranding would reflect the chain's continuing shift towards being a "beverage-led" brand at a time when consumers have shown a preference for healthier trends and options as they consume fewer donuts. While stores in the U.S. started using the new name in 2019, the rebranding will eventually be rolled out to all of its international stores.