The number one retailer of donuts has been claiming that “America Runs on Dunkin’” for over a decade. And now, Dunkin’ Donuts is testing out new branding that sticks with that messaging and drops the word “donuts” from its title.

An article in Nation’s Restaurant News notes that the brand is test driving abbreviated “Dunkin’” signage at one California location, with the potential to expand the messaging down the line. The move is designed to reinforce the fact that Dunkin’ sells more than just donuts. “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 company statement.

The test run for the new “Dunkin’” branding may become a part of a larger, permanent redesign that’s set to launch in mid-2018.

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