Dunkin' Donuts may soon be bagging donuts.
At least in name.
The popular Massachusetts-based coffee chain is considering dropping "Donuts" from its moniker.
Dunkin' Brands will test out the abbreviated "Dunkin' " signage beginning with an upcoming California location that is set to open in Pasadena in late August.
The move, the chain said, is part of a campaign to appeal to customers who may crave something besides doughnuts as the company continues to push its drinks and sandwiches.
"While we remain the No. 1 retailer of doughnuts 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', " the company said in a statement.
The chain assured customers the menu — doughnuts and all — will remain the same at all of its 12,300 stores around the country and any other Dunkin's to come.