The shortened name is intended to focus consumer attention on the brand’s beverage options.
Dunkin’ Donuts is testing a name change where the company would simply go by “Dunkin’.” According to a recent article in Entrepreneur, this change is intended to focus consumer attention on its beverage options. Dunkin’ Donuts previously introduced this change at select locations and will now extend this testing to a location in Quincy, Massachusetts.
"Dunkin’ Donuts’ final new store design is expected to be unveiled once testing is complete. The Quincy store is also one of a select number of Dunkin’ Donuts restaurants testing new signage that refers to the brand simply as “Dunkin’,” said the brand in a recent press release.
Along with this change, the brand is exploring updates to overall restaurant design, drive-thru experience, online ordering, grab-and-go options as well as increased energy efficiency.
Read the full article here.
Image courtesy of @dragonadvantage on Twitter.