---
title: "Nation’s Restaurant News: Dunkin’ Donuts Takes Shorter Name for Test Drive"
url: https://burnaze.com/article/fc19a219-e79c-42f1-a3a8-59787d50b343
source: "1851 Franchise"
original_url: https://1851franchise.com/nations-restaurant-news-dunkin-donuts-takes-shorter-name-for-test-drive-2703544
category: "Coffee & tea"
industry: "Restaurants"
segment: "Coffee & tea"
published: 2017-08-03T16:11:01.000Z
modified: 2026-11-01T04:10:49.211Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/038948d7d998134a72cc6d54fbf482d61440.jpg
---

# Nation’s Restaurant News: Dunkin’ Donuts Takes Shorter Name for Test Drive

**TL;DR:** Dunkin' Donuts is testing 'Dunkin'' signage at a California location to reinforce its beverage-led brand. The test may become part of a larger redesign launching in mid-2018.

*originally published in 1851 Franchise on 2017-08-03. [Read the original](https://1851franchise.com/nations-restaurant-news-dunkin-donuts-takes-shorter-name-for-test-drive-2703544).*

## Story

The number one retailer of donuts has been claiming that “America Runs on Dunkin’” for over a decade. And now, Dunkin’ Donuts is testing out new branding that sticks with that messaging and drops the word “donuts” from its title.

An article in Nation’s Restaurant News notes that the brand is test driving abbreviated “Dunkin’” signage at one California location, with the potential to expand the messaging down the line. The move is designed to reinforce the fact that Dunkin’ sells more than just donuts. “While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as Dunkin’,” said a company statement.

The test run for the new “Dunkin’” branding may become a part of a larger, permanent redesign that’s set to launch in mid-2018.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Nation's Restaurant News (publication)
- California (location)
- Dunkin' Brands (company)
- Dunkin' Donuts (company)
- brand redesign (topic)
- beverage-led brand (topic)
- coffee leadership (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/nations-restaurant-news-dunkin-donuts-takes-shorter-name-for-test-drive-2703544). Summarized by Burnaze (https://burnaze.com/article/fc19a219-e79c-42f1-a3a8-59787d50b343).