Don't panic yet. Nothing has been decided. However, it is possible that Dunkin' Donuts will soon become simply Dunkin'. Beginning with an upcoming Pasadena, California location, Dunkin' Brands will roll out their shortened name to test its reception by the public. Although this location will be the very first to have their signage changed, it is likely far from the last. The brand will conduct the trial until mid-2018 at which point they will decide whether or not to permanently change their branding nationwide.
"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'," according to the statement.
The company said in a statement that they do not consider this new name a departure from their current branding.
"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," said the spokesperson in a company statement.
Part of a Bigger Plan?
The name change is only part of the equation. Should Dunkin' Donut patrons respond favorably, the company will implement the new name as part of a larger redesign of the brand. Come mid to late 2018. Dunkin' Brands plans to determine the permanence of the name "Dunkin'."
Simultaneously, the company will be working to streamline menus and redesign the store layout to increase efficiency and underscore its reputation as a beverage-led donut brand.
It remains to see how the current plan will unfold. Pending the success of the opening of the company's very first Dunkin', we will see if and when the rest of the Canton, Massachusetts based brand will revamp its other 12,300 stores worldwide.