Dunkin’ Donuts may change its name in new brand strategy
Dunkin' Donuts is thinking about changing its name and losing "Donuts" entirely.
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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