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Dunkin' to drop Donuts from name at new Southern California store

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Dunkin' Donuts Name Change? New Store Name Drops 'Donuts'
Author

05 August, 2017

One can only hope, for Dunkin' corporate and for Dunkin' fans, that a donut by any other name will taste just as sweet. According to Nation's Restaurant News's report, the company will begin testing out the shorter, much less attractive "Dunkin'" moniker in California, starting with one store location in Pasadena.

"The signage at our Pasadena restaurant is unique to this specific location", a spokesperson for Prell Coby Sonenshine said, CBS LA reported.

When the first Dunkin' Donuts store was opened in Quincy, Massachusetts, in 1948, it was called Open Kettle, but the name was soon changed after the architect came up with the name Dunkin' Donuts in 1950.

If "Dunkin'" does test well with customers during its trial run this year, the brand plans to announce the permanent name change along with a larger redesign in mid-2018. It also makes sense for the company, which has been pushing beverages as its main focus lately.

D&D may only be known as D in the near future if Dunkin' Donuts goes through with a proposed name change.

If Dunkin' wants beverages in the lead, will that mean that donuts should be forced to play second fiddle?

As of this writing, William White did not hold a position in any of the aforementioned securities.


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