Dunkin’ Donuts Is Considering Losing ‘Donuts’ From Its Name

Testing the change at a new California location

Dunkin’ Donuts might not be able to have the nickname Double D for much longer. The brand is considering shortening its name to Dunkin’.

New restaurant signage that just says Dunkin’ (no Donuts) will appear on a new restaurant that the company will open in Pasadena, Calif., this month, as first reported by National Restaurant News. Dunkin’ signs will also appear on a few other locations later this year.

“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’,'” said a rep for the brand in a statement.

The statement continued: “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.”

Dunkin’ Donuts’ creative agency, Hill Holliday in Boston, did not immediately respond to a request for comment.

According to a rep for the brand, “This test coincides with our company’s plans to develop a new restaurant image designed to offer guests unparalleled convenience. We do not anticipate making decisions regarding our branding until the latter half of 2018 when we begin rolling out our new store image.”