Dunkin' without the 'Donuts'? Chain tests out a shortened version of name
- Dunkin' Donuts is considering removing 'Donuts' from its name
- Will still serve donuts but wants to be known as a destination for coffee
- Is testing the shortened name at a new location in Pasadena, California
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.
A Dunkin' store, the first since a pilot rebranding by the Dunkin' Donuts chain, is pictured ahead of its opening in Pasadena, California
The sign at the new location promises 'Coffee & More'. The chain wants people to think of its stores as a destination for coffee, although it will still sell donuts
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The chain wants people to think of its stores as a destination for coffee, although it will still sell donuts.
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.
Last month, Dunkin' Brands reported second-quarter profits that topped Wall Street expectations, even as traffic to its US cafes fell for the fifth quarter in a row.
News of the test was first reported by Nation's Restaurant News.
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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