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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.

To read the full article, click here.

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Cassidy McAloon

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Cassidy McAloon

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Cassie has over five years of digital and traditional media experience. She joined NLA after working as a television news producer in both Milwaukee and Chicago, and now specializes in aligning strategies across the board for her clients, ultimately building buzz and telling compelling stories through content marketing, social media, digital campaigns and traditional PR.

Cassie has a Bachelor of Arts in Broadcast and Electronic Communications from Marquette University. In her spare time, Cassie enjoys traveling and exploring what new cities have to offer in addition to spending time with her friends and family.

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