Saying it wants to be on a “first-name basis” with its customers, Dunkin’ Donuts has announced a change that will no doubt fire up its devoted, caffeine-loving masses: It’s changing its name to just “Dunkin,'” multiple outlets, including BuzzFeed News, are reporting.

Doughnuts are still on the menu, but the company is renaming itself to reflect its increasing emphasis on coffee and other beverages.

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Dunkin’ says that beverages make up 60 percent of the company’s U.S. sales, says CNN Money.

“Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customer,” said Dunkin’ Brands CEO David Hoffmann in a statement Tuesday.

Not to worry — the 68-year-old chain is still using its bright colors and the rounded logo lettering customers have come to know and love when they visit a location for the java they crave.

The company has been testing the abbreviated signage in select stores since August 2017, noted the Huffington Post, and the shorter name isn’t a huge change; its slogan has been “America runs on Dunkin’” for over 10 years.

Related: Insulting! ‘I Don’t Serve Cops,’ Says Dunkin’ Donuts Worker

The change will take effect in January, when the new name will start appearing on napkins, boxes and signs in all U.S. stores. The name change will eventually be adopted by international stores, said NBC News.

The Canton, Massachusetts-based chain, with more than 12,500 locations around the world, says the name change is one of several things it’s doing to stay relevant for younger customers; a simpler menu is also in the offing, and the company plans to add dedicated mobile-ordering lanes, noted NBC.

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Dunkin’ corporate must be sure that the new name will be a hit; any company must think carefully before changing the name customers have grown accustomed to over time.

“If you’re thinking of renaming your business, think hard,” notes Entrepreneur. “Renaming is a messy, expensive process. Some of your customers will hate it, which is understandable because name changes are for the company’s benefit, not the customer’s.”

See some reactions on social media, below.

Check out what customers said last year about a proposed name change in the video below.