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.