Before you start to panic, Rockford Dunkin' Donut stores are not closing.

I repeat...


It appears Dunkin' Donuts stores are becoming more self-aware. You know, like Skynet from Terminator 2?

Anyway, CBS News is reporting "Dunkin' is thinking about dumping 'Donuts' from its name."

Why? Well, Dunkin' Donuts wants "people to think of its stores as a destination for coffee, although it will still sell doughnuts."

Rockford Dunkin' Donuts Might Not Be Dunkin' Donuts Anymore. Got That?
Getty Images for Dunkin' Donuts

I disagree. It's not about the doughnuts.

In an age where Starbucks is Starbucks and not Starbucks Coffee and Wendy's is Wendy's and not Wendy's Hamburgers, Dunkin' Donuts wants to be known as just Dunkin'. You know, shorten the name. Much better for hashtagging, duh.

Personally, I think Dunkin' Donuts should drop the 'IN' from Dunkin'

...and just go by Dunks.

It rolls off the tongue a lot easier. There's a reason why Starbucks and Wendy's work, it's the 'S' at the end of their name.

Rockford Dunkin' Donuts Might Not Be Dunkin' Donuts Anymore. Got That?
Rachel Murray, Getty Images

Who's with me? We can start calling them Dunks now. However, nothing is imminent, Dunkin' Donuts, Dunkin' or Dunks say they "won't make a decision on whether it will change its name until late next year."

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Sweet Lenny is the brand manager of 97ZOK and Operations Manager for Townsquare Media Rockford. Catch him afternoons 3 to 7 on 97ZOK. Follow him on TwitterInstagram and like his page on Facebook.

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