Monday, November 20, 2017
Business

Dunkin' without Donuts? Well, maybe in the name.

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Dunkin' Donuts may soon be bagging donuts.

At least in name.

The popular Massachusetts-based coffee chain is considering dropping "Donuts" from its moniker.

Dunkin' Brands will test out the abbreviated "Dunkin' " signage beginning with an upcoming California location that is set to open in Pasadena in late August.

The move, the chain said, is part of a campaign to appeal to customers who may crave something besides doughnuts as the company continues to push its drinks and sandwiches.

"While we remain the No. 1 retailer of doughnuts 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 company said in a statement.

The chain assured customers the menu — doughnuts and all — will remain the same at all of its 12,300 stores around the country and any other Dunkin's to come.

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