Dunkin’ Donuts may change its name in new brand strategy black history business 1x1.trans

A customer exits a Dunkin' Donuts store in midtown Manhattan on July 11, 2011 in the New York City. (Photo by Ramin Talaie/Getty Images)

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Dunkin’ Donuts is thinking about changing its name and losing “Donuts” entirely.

The chain, which reportedly wants to draw customers to think of it as a coffee destination, is already testing out the new name at a Pasedena, California, location. Its parent company Dunkin’ Brands Inc. said on Thursday that a few other stores will have their names changed as well, to gauge reactions.

The company will not make a permanent decision on changing its name until next year. It is expecting to begin the process of redesigning its stores at that time, as reported by the Nation’s Restaurant News.

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