Dunkin’ Donuts is opening a California store that will be called, simply, Dunkin’, dropping the chain’s signature product from the name.
Dunkin’ Brands Inc. said it will test the shortened name at several new stores, with hopes of reminding customers that the outlets are a destination for coffee, albeit one that also sells doughnuts. Dunkin’ Donuts said it won’t make a decision on whether it will fully change its name until late next year, when it expects to start redesigning stores.
News of the test was first reported by Nation’s Restaurant News.
