Dunkin’ Donuts considers cutting ‘Donuts’ from name

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Coffee and doughnuts restaurant Dunkin’ Donuts may be considering dropping ‘Donuts’ from its name. 

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The Massachusetts-based company announced plans on Thursday to open a restaurant location in Pasadena, California, with the shortened name Dunkin’.  

Other restaurants will also feature signage and material with just Dunkin’, The Associated press reported.

The company hopes the move will encourage customers to think of the stores as more than just coffee and doughnuts shops. 

“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 told CNBC.

Dunkin’ Donuts, which has been referring to itself as just Dunkin’ since it began its “America runs on Dunkin’” campaign in 2006, said it won’t make a final decision on the name change until late next year, according to the AP.

“We do not anticipate making decisions regarding our branding until the latter half of 2018 when we begin rolling out our new store image,” the company said.

>> Related: Dunkin’ Donuts replaces Coffee Coolatta with Frozen Coffee, offers free samples

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A sign for a Dunkin' Donuts store is seen on August 26, 2013 in New York City.

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