Dunkin’ Donuts may change its name in new brand strategy black history business dunkin16x9

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)

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.

Let’s block ads! (Why?)