America’s favorite coffee and doughnut chain is trying out a sugar-free diet (in name only)
If you head into your local Dunkin’ Donuts on your way to work every morning, you might be noticing a minor change soon. According to a recent article from Nation’s Restaurant News (NRN), the beloved coffee and doughnut chain might be distancing itself from its sugar-loaded pastry namesake. In an effort to align the brand with coffee beverages, the Dunkin’ Donuts might just be known as “Dunkin’” in the near future.
While it’s not a huge change—the company’s slogan has been “America Runs on Dunkin’” for more than a decade—it might spark some anxiety about where one can go to pick up a baker’s dozen on the way to work or school. But never fear: Though it’s dropping its sugar-loaded namesake, stores will still be selling your favorite Boston cream-filled pastries and crullers alongside a hot cup of joe.
The company will open its first Dunkin’ store in Pasadena, California, later this month as a pilot test, according to CBS Los Angeles. More trial stores will follow the lead later this year. According to the NRN article, if all goes well with the pilot stores, the rebranded name could be rolled out to more stores as part of a planned redesign for 2018.