dunkin donuts name

the item’s Dunkin’. Hold the Donuts.

Dunkin’ Donuts, the well-liked doughnut in addition to also also coffee house, will unveil a store This particular month in Pasadena, California, which calls itself just Dunkin’. A few some other Dunkin’-only stores will pop up later This particular year.

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Dunkin’ Donuts owner Dunkin’ Brands (DNKN) said the company might make the item official next year. which could mean dropping “Donuts” through its thousands of stores’ signage in addition to also also its ad campaigns — yet the item hasn’t made a decision yet.

“This particular test coincides with our company’s plans to develop a fresh restaurant image,” Dunkin’ Brands said in a statement. “We do not anticipate creating decisions regarding our branding until the latter half of 2018 when we begin rolling out our fresh store image.”

which image may be less food-centric. Dunkin’ said the item wants to put more emphasis on beverages. which, of course, means coffee.

The company says the item wants to reinforce which the item’s a “beverage-led brand in addition to also also coffee leader.”

Related: Dunkin’ Donuts will be creating the item easier to get your donut fix

Dunkin’ Donuts already has the breakfast pastry market cornered. the item’s the undisputed industry leader of the U.S.’s $14.6 billion doughnut shop industry, using a 62.1% share, according to data through IBIS World.

The company has been increasingly aggressive within the market for coffee, with some success. the item’s rolling out fresh products — like a fresh variation of its frozen coffee — aimed at drawing in more caffeine lovers.

So, could a slight name change which ditches the “Donuts” be all which jarring?

The company points out which the item’s used the Dunkin’ moniker in advertising for years, like in its “America Runs on Dunkin'” tagline.

yet the Dunkin’ Donuts name has branded coffee in addition to also also pastry shops for nearly seven decades — since the very first shop opened in Quincy, Massachusetts, in 1950.

Today, which name appears on more than 11,300 restaurants worldwide, including more than 8,500 within the U.S.

Dunkin’ Brands announced plans to open 380 to 450 more locations This particular year. The company’s stock also hit an all-time high recently.

sy88pgw (fresh York) First published August 4, 2017: 2:39 PM ET