Dunkin’ without the ‘Donuts’: New store tests shorter name

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(Photo: m01229 / Flickr / CC BY 2.0)

QUINCY, Mass. (AP) — 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.”

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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.