Dunkin’ Donuts Takes Shorter Name For Test Drive (Video)

Dunkin’ Brands will test-drive abbreviated “Dunkin’” signage beginning with a California test location, the company told NRN on Wednesday.

An upcoming Pasadena, California location is the first to bear the Dunkin’ only branding, but will be the first of multiple locations included in the trial.

“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’,” according to a company statement.

The company does not consider this a departure from current branding.

“We have been referring to ourselves simply as Dunkin’ in our advertising for more than a decade, ever since we introduced our ‘America Runs on Dunkin’ campaign,” said the spokesperson.