Dunkin’ Donuts is considering keeping the “Dunkin’” and dropping the “Donuts” from its name, according to a report.
Nation’s Restaurant News says the popular coffee and donuts chain is looking at shortening its name to reflect its emphasis on coffee.
“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 it sent to NRN.
The company will test the new name at a Pasadena, Calif. location – followed by other eateries.
Dunkin’ Donuts is the dominant coffee chain in Central New York after Tim Hortons abruptly shut down 15 locations in November 2015.
Additional details are available on NRN.com.