Dunkin' Droppin' 'Donuts'? Chain Tries Out New Name

CANTON, MA – Dunkin' is going sans Donuts at a new location this month as the company tests a possible name change. The Canton-based chain is opening a store in Pasadena, Calif., that will simply be called Dunkin'.

Parent company Dunkin' Brands Inc. said the name is not a drastic rebranding, as the chain has referred to itself as Dunkin' in advertisements since the "America Runs on Dunkin'" campaign began a decade ago.

And anyone worried about the menu implications of such a change can breathe a little easier. Doughnuts are sticking around.

"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’,” the company said in a statement. "The signage will appear on a new restaurant scheduled to open in Pasadena this month, followed by a few other locations later this year."

See Also: Dunkin' Donuts 'Simplified' Menu To Be Tested

The test is part of the chain's overall plan to develop a new restaurant image. It does not expect to make a permanent branding decision until late next year.

Dunkin' Donuts has more than 11,300 locations worldwide, including more than 8,500 in 41 states across the U.S.

Image via Mike Mozart, Flickr Commons