Dunkin' is thinking about dumping "Donuts" from its name.
A new location of the chain in Pasadena, California, will be simply called Dunkin', a move that parent company Dunkin' Brands Inc. calls a test. The Canton, Massachusetts-based company said Thursday that a few other stores will get the one-name treatment, too.
The chain wants people to think of its stores as a destination for coffee, although it will still sell doughnuts. Dunkin' Donuts said it won't make a decision on whether it will change its name until late next year, when it expects to start redesigning stores.
U.S. & World
Dunkin' Donuts added that the company has "been referring to ourselves simply as Dunkin’ in our advertising for more than a decade, ever since we introduced our 'America Runs on Dunkin’' campaign."
News of the test was first reported by Nation's Restaurant News.