Dunkin Donuts considers removing Donuts from its name

DUNKIN’ is thinking about dumping “Donuts” from its name.

A new location of the chain in Pasadena, California, will be simply called Dunkin’, a move that parent company Dunkin’ Brands Inc. calls a test. The Canton, Massachusetts-based company says a few other stores will get the one- name treatment too.

The chain wants people to think of its stores as a destination for coffee, not just doughnuts. Dunkin’ Donuts says it won’t make a decision on whether it will change its name until late next year, when it expects to start redesigning stores.

News of the test was first reported by Nation’s Restaurant News.

Dunkin’ Donuts entered the Australian market in the 1980s, but all of its stores closed down by the late 2000s. In 2014, Dunkin’ Brands global chairman Nigel Travis said there were no plans in the short term to bring the brand back to Australia.

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