Dunkin’ Donuts is no more.

The nearly 70-year-old company announced on Tuesday that it has decided to abbreviate its brand name to simply “Dunkin’”—a change that the franchise began testing in 2017. The move is part of a rebranding strategy to emphasize the company’s growth and offerings beyond donuts; however, make no mistake, Dunkin’ isn’t abandoning its signature fare. 

“While donuts may no longer appear in our logo, we remain committed to serving our signature donuts and will continue to offer new and seasonal varieties to delight donut lovers everywhere,” Tony Weisman, U.S. chief marketing officer at Dunkin', said in a statement to USA Today.

The franchise said it will drop the “Donuts” from advertisements, packaging, store signage, as well as its website and social media platforms beginning in January 2019. Though it is definitely a polarizing move, the change makes sense considering most of Dunkin’s money comes from beverage sales rather than doughnuts, according to CNN Money.

“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” Weisman said in a press release. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”

You can check out reactions to Dunkin’s name change below.