Dunkin’ considers dropping ‘Donuts’ from chain name

Dunkin’ Donuts may be known for donuts, but the chain is considering removing ‘donuts’ from the name.

NEW YORK  — Dunkin’ is thinking about dumping “Donuts” from its name.

A new location of the chain in Pasadena, California, will be simply called Dunkin’, a move that parent company Dunkin’ Brands Inc. calls a test. The Canton, Massachusetts-based company said Thursday that a few other stores will get the one-name treatment too.

“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,” a spokesperson said.

The chain wants people to think of its stores as a destination for coffee, although it will still sell doughnuts. Dunkin’ Donuts said it won’t make a decision on whether it will change its name until late next year, when it expects to start redesigning stores.

News of the test was first reported by Nation’s Restaurant News.