PASADENA, Calif. – Dunkin’ Donuts’ new restaurant in Pasadena will not have the word “donuts” as part of the name, the Pasadena Star-News reports. Just calling it “Dunkin’” will spotlight coffees, frozen drinks and iced beverages.

“We collaborated with the franchisee to come up with the location’s signage, which is unique to the Pasadena restaurant and reflects our franchisee’s desire to reinforce Dunkin’s beverage-led focus,” the company said in a statement.

The new location is part of the chain’s California expansion, and will be owned and run by Prell Restaurant Group. “The signage at our Pasadena restaurant is unique to this specific location,” said Coby Sonenshine, franchise owner. “No other locations with this signage have been announced.”

Prell also has Dunkin’ Donuts locations in three other cities, with additional units set to open in a half dozen more localities. Overall, Dunkin’ Donuts plans to open as many as a thousand stores in California.

Dunkin’ Donuts has been more of a coffee place than a doughnut shop for years, serving close to 2 billion cups of brewed joe and iced coffee around the world each year. “We are excited about the progress we have made on our multiyear plan to transform Dunkin’ Donuts U.S. into a beverage-led, on-the-go brand,” said Nigel Travis, the company’s CEO and chairman, on the Dunkin’ Donuts website.