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Dunkin’ Donuts Thinking About Dropping Part of Its Name

Aug 4, 2017  •  Post A Comment

The familiar Dunkin’ Donuts chain may soon have a new name, with the company’s next store to be opened with a shortened name. Nation’s Restaurant News reports that the new outlet in Pasadena, Calif., will be called simply “Dunkin’.”

The location will be the first of multiple outlets to test drive the name, Dunkin’ Brands 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,” a company spokesperson said in a statement.

The statement adds: “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’.'”

2 Comments

  1. Poor decision. If they want to be a coffee shop then change their name to Starbucks. Dunkin’ Donuts has great coffee, but is still the place to get great donuts.

  2. Most DD outlets I used to frequent no longer serve as many different types of donuts as they used to. Quality went downhill, also.

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