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Dunkin’ is dropping the Donuts from brand name

By Jennifer Faull | Deputy Editor

August 5, 2017 | 2 min read

Dunkin’ Donuts is testing an abbreviated brand name in select stores as it looks to “reinforce that it’s a beverage-led brand and coffee leader”.

According to Nation’s Restaurant News, the Dunkin’ only branding will be trialed in California before rolling out to multiple locations.

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Dunkin Donuts

“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’,” the company said in a statement.

It is not a completely new move for the company. It has been using the simplified name in its advertising for over a decade since it first ran the ‘America Runs on Dunkin’ campaign.

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However, if the trail performs well it may lead to a larger redesign during 2018.

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