Dunkin’ Without the ‘Donuts’? Maybe in the Name

Although it will still sell doughnuts, the chain wants people to think of its stores as a destination for coffee

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.

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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.

Copyright AP - Associated Press
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