America runs on Dunkin’ — but can Pasadena? An upcoming location in that Southern California community is being used as a test market for Dunkin’ Donuts’ new abbreviated signage. The chain is considering dropping the latter half of their name, although the company claims this does not constitute rebranding.
“We have been referring to ourselves simply as Dunkin’ in our advertising for more than a decade,” said a spokesperson for the company. “Ever since we introduced our ‘America Runs on Dunkin’’ campaign.”
Although Dunkin’ Donuts may not be rebranding, they do plan on streamlining menus, designing new store layouts, and increasing the operation’s efficiency for both employees and customers. It’s all in an effort to increase their reputation as a “beverage-led, on-the-go brand” according to chairman and CEO Nigel Travis during the company’s second quarter earnings call last week.
David Hoffman, president of Dunkin’ Donuts U.S. and Canada, is fully on board with the idea of making Dunkin’ Donuts work more smoothly. At the earnings call Hoffman commented, “We want to make our restaurant simpler and easier to operate.”
Dunkin’ Donuts is the number one retailer of doughnuts in the country and currently has more than 12,300 locations worldwide.
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