Dunkin’ Donuts is “testing” out a new name, changing one restaurant in Pasadena, California to simply “Dunkin.'”
“While we remain the number one retailer of donuts in the country,” a company statement reads. “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'”
Nation’s Restaurant News reports:
The trial run on the rebranded name may become part of a larger redesign that is set to roll out during mid-late 2018, and Dunkin’ Brands plans to determine “Dunkin’s” permanence at that time.
The move reinforces comments made by chairman and CEO Nigel Travis during the company’s second quarter earnings call last week.
Travis discussed the company’s initiative to streamline menus and design a new store layout so as to boost efficiency and increase its reputation as a “beverage-led, on-the-go brand.”
The company plans to change its name in a few other locations before deciding whether or not to make the change nationwide.
There are some 12,300 Dunkin’ Donuts locations altogether.
“America runs on Dunkin'” their slogan says. Besides donuts, they sell sandwiches, bagels, wraps, and coffee. Perhaps taking out “Donuts” will help market the company to more than donuts lovers.
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