Dunkin’ without the Donut? It could happen.
Could Dunkin’ Donuts change its name?
One thing is for sure: the Canton-based company is testing new signage that will simply read “Dunkin’” at a few locations across the US.
The new signage will appear at a new restaurant scheduled to open in Pasadena, Calif., this month, according to a company spokeswoman. Other locations will follow with the “Dunkin’” signage later this year.
The reason behind the marketing tweak?
The company apparently wants to drive home that it’s all about the beverages.
Michelle King, a company spokeswoman, said in a statement that the truncated name was “part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader.” The test also coincides with the company’s plans to “develop a new restaurant image.”
“We do not anticipate making decision regarding our branding until the latter half of 2018 when we being rolling out new store image,” said King in the statement.
King would not give any indication whether any of the new signs would feature at Massachusetts or New England locations.
“We have not announced any other locations at this time beyond Pasadena,” she said.
Dunkin’ Donuts has more than 1,000 locations in Massachusetts and 8,900 nationwide.
Last month, it was revealed that the chain was paring down its menu at some of its New England locations, including ones in Bristol County in Massachusetts and Providence, R.I.