Dunkin’ Donuts Tests Shortened Name in Boston

Soon, two locations on the East Coast will just read “Dunkin’,” along with the DD logo.

November 17, 2017

CANTON, Mass. – Dunkin’ Donuts will drop the “donuts” part of its name at a new location in Boston, the Boston Globe reports. The company said the shortened name is part of an ongoing test, which started over the summer with a California location.

The Boston location opens in December, and will have the double-D logo, but only the word “Dunkin’” on its marquee. By dropping “donuts” from its name, the coffeeshop hopes to remind customers it’s a “beverage-led brand and coffee leader,” said Dunkin’ Donuts spokeswman Michelle King.

Dunkin’ will test the abbreviated name at a second Boston location soon, but King reiterated the company will not make any permanent branding decisions until later next year. Dunkin’ also is tinkering with its selection of donuts, downsizing the number of choices at a thousand stores this fall.

Dunkin’ has been moving away from donuts for years with its focus on coffee beverages. Worldwide, the company sells nearly 2 billion cups of coffee annually.

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