Dunkin' is thinking about dumping Donuts from its name.
A new location of the chain in Pasadena, California, will be simply called Dunkin'—a move that parent company Dunkin' Brands Inc. calls a test. The Canton, Massachusetts-based company said Thursday that a few more of its stores will get the one-name treatment, too.
The chain wants people to think of its stores as a destination for coffee, although it will still sell doughnuts. Dunkin' Donuts said it won't make a decision on whether it will change its name until late next year, when it expects to start redesigning stores.
Dunkin Donuts has been shifting its emphasis away from donuts and toward coffee for years. The 67-year-old chain once boasted about the freshness of its pastries with the well-known "time to make the donuts" advertising campaign, but most franchisees haven't made donuts on-site sine the 1990s. More than 60 percent of the sales at the 12,000 or so franchised locations come from beverages.