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Dunkin’ Donuts might drop the “Donuts” from its name

Dunkin’ Donuts might drop the “Donuts” from its name
[Photo: Flickr user m01229]

The popular donut chain is thinking about just going by the name “Dunkin’,” reports the Nation’s Restaurant News. The donut chain will test out the new single-word branding at an upcoming Pasadena, California location with other locations to be included in the trial later on. A Dunkin’ Donuts statement said:

“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’.”

“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.”

MG