Dunkin’ is dropping the Donuts from brand name
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.
“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.