The company hopes the move will encourage customers to think of the stores as more than just coffee and doughnuts shops.
“While we remain the No. 1 retailer of doughnuts 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,’” the company told CNBC.
Dunkin’ Donuts, which has been referring to itself as just Dunkin’ since it began its “America runs on Dunkin’” campaign in 2006, said it won’t make a final decision on the name change until late next year, according to the AP.
“We do not anticipate making decisions regarding our branding until the latter half of 2018 when we begin rolling out our new store image,” the company said.