Dunkin' without the 'Donuts': New store tests shorter name

Canadian Press DataFile |

QUINCY, Mass. — Dunkin' without the Donuts?

A new Dunkin' Donuts store opening in the Boston suburb of Quincy is giving the idea a try, at least in name. Officials say the "next generation" store being unveiled Tuesday will be the first in the nation to be billed simply as "Dunkin."



But the chain's signature doughnuts aren't going anywhere. 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 company's stores. The Canton, Massachusetts-based company has been referring to itself as 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.

DISCLOSURE: The views and opinions expressed in this article are those of the authors, and do not represent the views of equities.com. Readers should not consider statements made by the author as formal recommendations and should consult their financial advisor before making any investment decisions. To read our full disclosure, please go to: http://www.equities.com/disclaimer

Comments

Emerging Growth

Yangtze River Development Ltd

Yangtze River Development Ltd through its subsidiary is a real estate development company. The Company is engaged in the development of residential and commercial real estate in tier-three cities in…

Private Markets

iPRO Network, LLC

We provide the platform, tools, and resources to empower individuals and professionals to market desirable goods and services to the public, taking the place of traditional methods of commerce.

Voleo

Voleo is a free download that allows you to form investment clubs with your friends, family, colleagues, classmates, teammates…basically anyone you know and trust. Invest and manage a stock portfolio…