Dunkin' Donuts May Drop 'Donuts' From Its Name (Seriously)

The chain wants you to think of it as a "beverage-led brand."
08/04/2017 04:07pm ET

Well, that takes the cake: Dunkin’ Donuts is considering dropping the “Donuts” from its name.

The Massachusetts-based chain known for, well, doughnuts (oh, and coffee) said it will be test-marketing some abbreviated signage for a new store in Pasadena, California.

The company said in a release that it will experiment with a new name ― “Dunkin’” ― at that location. Other new spots will feature the shortened name as well.

According to a company statement released to Nation’s Restaurant News:

“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’.”

Mario Anzuoni/Reuters
The sign of a Dunkin' store, the first since a rebranding by the Dunkin' Donuts chain, is pictured ahead of its opening in Pasadena, California, on Aug. 2, 2017. 

A Dunkin’ spokesperson said the shorter name isn’t exactly unprecedented: The company’s slogan has been “America runs on Dunkin’” for more than a decade.

But it’s a long way from the old days, when Dunkin’ emphasized the doughnuts in its advertising:

The name change is one way Dunkin’ is competing with coffee chains like Starbucks that are known for serving a variety of food items that aren’t necessarily sweet.

But change is as hard as a week-old doughnut for some people on Twitter:

Some tried to see the doughnut chain’s side:

The company will introduce the Dunkin’-only signage at an unspecified number of restaurants later this year, but won’t decide on any final branding until late next year, according to The Washington Post.

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