Dunkin' Donuts Might Change Its Name
If you run on Dunkin', you might want to sit down for this news.
The coffee chain might be undergoing a major branding makeover in the near future. The Nation's Restaurant News reported this week that the company is thinking of changing its name to "Dunkin'" and dropping the "Donuts" entirely.
In a statement, Dunkin' Donuts addressed the rumors but insisted that changes won't be widespread—yet.
VIDEO: Dunkin’ Donuts Tests a Major Name Change
"While we remain the No. 1 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 statement said.
“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."
The first guinea pig will be a store in Pasadena, California, but other locations will follow. The trail re-brand could be part of a larger redesign that would launch next year, according to the Nation's Restaurant News.
It looks like America will still run on Dunkin'—and Dunkin' alone.