Dunkin’ Donuts, might drop the “Donuts” from its name and just be named Dunkin’ at a new California store.
Changing of name doesn’t mean it will change the menu as well. In fact, only one new store set to open in Pasadena, California will be named “Dunkin’” for now, but Fortune reports the name might be tested at a few other locations as well.
According to Nation’s Restaurant News they said: “We have 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. 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’.”
Dunkin’ Donuts is supposedly trying to compete with big stores like Starbucks Coffee, who are beverage-focused and offer a wide variety of items on their menu.
Way to go Dunkin’ Donuts!