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
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