Dunkin' Donuts "Test-Driving" New, Shorter Company Name

Although you'll still be able to purchase strawberry frosted or Bavarian cream ones from the coffee chain, Dunkin’ is thinking about dumping “Donuts” from its name.

Nation's Restaurant News reports a chain location in Pasadena, California, will be simply called Dunkin’, a move that parent company Dunkin’ Brands Inc. calls a test-drive. 

“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as “Dunkin’,” according to a company statement. 

The new name makeover is part of a company initiative to streamline menus and create a new store layout that boost efficiency and increases Dunkin's reputation as a “beverage-led, on-the-go brand.”

The test-drive may become part of a larger redesign set to roll out in 2018.

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