Dunkin' Brands Group opened its first outlet in SA in Cape Town. Picture by Jim Young for Reuters

The word Donuts will be erased from Dunkin' Donuts and the USA coffee and doughnuts giant is being re-branded as Dunkin'.

The announcement was made at the Global Franchise Convention in the USA last month, but for a while now the name change has been trialled at stores across America.

Dunkin' Donuts opened it's first South African outlet two years ago on 16 October 2016, in Cape Town and has since kept its footprint in the Mother City.

The management team has confirmed that like it's U.S parent company and overseas franchises, Dunkin' Donuts SA is in the process of erasing the word Donuts from its 11 stores.

Dunkin' Donuts Customer Experience Manager, Magmood Ajam says:  "Since its inception, customers have called Dunkin' by its first name. The new branding acknowledges this special first-name relationship with our guests and signals that there is something new at Dunkin' —new products, new store designs and new and better ways to serve guests."

He adds: "The branding will be implemented from as early as January 2019 in the USA.  While locally, the new Dunkin' logo will be phased in as appropriate over time."

For now, it's only a name change and there is no confirmation that the menu will be radically changed at Dunkin' outlets — the sugar (and coffee) rush continues.