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It's November 2017

People are bustling down Trimont Street in downtown Boston pulling their coats tied against the cold

A few stop to snap photos of a puzzling sign above a construction site

What's going on here why people taking pictures? You can't see for yourself. Honestly, no

We'll look up there at the orange sign that she's gone up. Yeah, says Duncan

Exactly just

Duncan

This woman is one of many longtime customers outraged that after 70 years Duncan Donuts is changing its name to

Duncan

It seems like such a small thing, but it's not to loyalists one angry customer tweets if not Donuts what is being dunked

But in fact donut sales have been on a steady decline and with people growing more health conscious

Why draw attention to the caloric confection and the company name that single word is a liability

CEO Nigel Travis decided it was time to pivot but hadn't anticipated such a hot backlash

Furious calls from longtime customers flood the company's headquarters in Canton, Massachusetts

Mr. Travis you better take this one

Travis takes a deep breath before picking up the phone

Again, it's a local reporter hello, mr. Travis. I'm calling to find out why you changed the name

Well, we're rebranding and people don't eat donuts so much anymore

So why focus on that when coffee is the draw and we're improving our coffee without inflating

Our prices like some of our competitors who have to cover the cost of their cushy in-store environments our customers don't have time to lounge around

The name change signals something more

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