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Dunkin’ Donuts Is ‘Testing Signage’ That Would Cut the ‘Donuts’ From Its Name

Dunkin' Donuts Is 'Testing Signage' That Would Cut the ‘Donuts’ From Its Name
Dunkin Donuts storefront. Getty Images

Dunkin’ Donuts might be looking to shorten its two-word name to just “Dunkin’.”

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Speculation first arose that the chain, which is known for selling doughnuts, coffee and other assorted pastries, might be looking to switch up its moniker when signage in certain locations in the country dropped the “Donuts.” The shift actually began last summer with a location in Pasadena, California, simply called “Dunkin,'” as well as a similarly named storefront in Boston, Massachusetts.

However, Delish reports that a name change now seems imminent since, as of last month, 30 more of the Massachusetts-based company’s locations across Boston were seen displaying only “Dunkin'” logos. Furthermore, a store that opened just last week on 51st & 8th in New York City has also been sporting the shorter name.

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“Dunkin’ Donuts has been testing signage in a few locations across the country that refers to the brand simply as ‘Dunkin’,’ a spokesperson for the company said in a statement to Us Weekly. “We do not plan to make any decisions regarding the branding until later this year.”

According to Business Insider, the gradual shift to “Dunkin'” is a part of the company’s lager rebranding initiative. Other changes reportedly include a revamped store design, additional drinks such as nitro-infused cold brew and digital kiosks made to increase order efficiency. The outlet also reports there will be 30 rebranded Dunkin’ stores in Boston by the end of 2018, and an additional 20 rebranded outposts nationwide.

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Despite the apparent shift away from doughnuts, all signs indicate Dunkin’ will still sell the sweet pastries – perhaps the company learned something from IHOP’s widely-criticized name change back in June!