When Donuts first launched, the company used a .CO domain name, Donuts.CO, for its website. The company recently changed its url to Donuts.Domains. I presume this news was announced at DomainFest Asia (and reported via tweet by Colin Campbell of the .Club Registry):
— Colin.club (@ColinDotClub) September 5, 2015
The new gTLD domain names were obviously not available to use when Donuts founded in 2010. Appropriately, the company chose to use a non-.com domain name for its venture.
Donuts operates the .Domains registry, so it makes sense that the company would rebrand its url to a .Domains domain name. .Domains was released in March of 2014, and according to nTLDStats.com, there are around 7,300 .Domains domain names registered at this time.
I am not sure when Donuts changed its url to Donuts.Domains, but if you search Google for the company, you can see the .Domains website is already indexed. It looks like Donuts is smartly practicing what they preach. This should also give the company’s Name.Kitchen website another “not-com” case to highlight.