What’s Dunkin’ without the Donuts? Some fans of the chain are about to find out.
A new Dunkin’ Donuts store opening in the Boston, Massachusetts, suburb of Quincy is giving the one-name idea a try. Officials say the “next generation” store scheduled to be unveiled Tuesday will be the first in the nation to be billed simply as “Dunkin.”
The chain’s signature doughnuts aren’t going anywhere, however. The restaurant will still serve the fried treats that have been a mainstay for the company since its founding in Quincy in 1950.
The shortened name is part of a broader rebranding at several of the Canton, Mass.-headquartered company’s stores. A new location of the chain in Pasadena, California, will also showcase the one-name concept, the company said in August.
Dunkin’ Donuts has referred to itself as simply Dunkin’ in advertisements for years.
The Patriot Ledger reports the Quincy franchise also will pilot other new concepts, including multiple, high-tech drive-thru lanes.