Report: Dunkin' Donuts trying on a new name

What's in a name? That's a question Dunkin' Donuts is wrestling with.



In a move to get people to think of the chain more as a coffee destination, the company is considering eliminating "Donuts" from its name, according to several media reports. In a test, the chain will open a new location, in Pasadena, California, that will be simply called Dunkin'. Several other locations will also be given the condensed name.



News of the name re-branding test was first reported by Nation's Restaurant News.The new name may become part of a larger redesign that is due to roll out during mid-late 2018, at which time the company plans to determine “Dunkin’s” permanence, the report said.



“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 a company statement in the NRN report.



Dunkin' Donuts has more than 12,300 locations worldwide.