Dunkin' Donuts drops the donut

Iconic donut-and-coffee chain changes its name to reflect growing emphasis on beverages instead of donuts.

Arutz Sheva Staff,

Dunkin' Donuts
Dunkin' Donuts
iStock

Dunkin' Donuts will drop the "donuts" from its name as of January, as part of a rebranding effort.

Donuts will still be served at Dunkin' locations.

The chain carried out a test run with a new branch opened last year in Pasadena, CA, and another branch near Boston Common.

According to reports, the company wants customers to think of it as a coffee shop instead of just a donut shop.

The chain will also narrow its menu, focusing more on beverages - which, according to CNBC, represent 60% of sales - and less on food.

The company stressed that its logo, pink and orange with a rounded font, will remain the same, other than the removal of the word "Donuts."




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