"Dunkin'" just doesn't have the same ring to it.

After 68 years in the business, Dunkin' Donuts is shortening up its name to Dunkin'.How can that be? Dunkin' isn't even a word. When I type "Dunkin'" into the online dictionary titled dictionary.com, the website says, "Do you mean dunking?" No, I mean 'dunkin.'

Dunkin' Donuts National Donut Day 2014
Slaven Vlasic

Why the change? Does Dunkin' Donuts take too long to pronounce? I used to fondly say, "Hey, I'm heading over to the 'Double D' does anybody want anything?" Well, I guess those days are over! According to the NewsTimes, the company's marketing officer had this to say:

We're trying to stay relevant with our younger customers and we have an opportunity to create an incredible new energy for Dunkin.

Hey "Dunkin," If you want to stay relevant with the millenials, I would have gone with "D-Town." 'Dunkin' is slowly but surely simplifying its menu and adding dedicated mobile ordering lanes. The change from Dunkin' Donuts to simply Dunkin' will go into effect in January of 2019. I still think "D-Town" has a groovy ring to it.

Read more local stories:

Ethan and Lou Explain the i95 "Cash Code" as ONLY They Can:

David Arquette Barged Right Into the Ethan and Lou Show:

More From WRKI and WINE