Dunkin' Donuts Rebranding in Pasadena

Dunkin Donut

Next month, Dunkin' Donuts plans to open a new restaurant in Pasadena known only as "Dunkin'". As reported by the LA Daily News, the prospective name change is a result of the growing popularity of the company's non-donut products, such as their coffee.

The restaurant will be located at 275 S. Lake Ave. and staffed by workers from the Pell Restaurant Group. In a statement to the press, Dunkin' explained, “We collaborated with the franchisee to come up with the location’s signage, which is unique to the Pasadena restaurant and reflects our franchisee’s desire to reinforce Dunkin’s beverage-led focus." Currently, there are no plans to expand beyond the single Dunkin' restaurant at this point in time.

Of the more than 12,200 Dunkin' Donuts in 45 countries around the world, California is home to just 30 of them so far. There are currently plans to increase that amount by 300 with a hope that over 1000 Dunkin' Donuts will one day reside within the state. At this moment, there are locations active in various Southland cities like Los Angeles, Irvine, Northridge, Encino, Long Beach, Whittier, Upland, Riverside, and Santa Ana.

This Dunkin' restaurant will likely serve as a testing ground for more like it in the future, though this is unconfirmed by Dunkin' Brands itself.. As Dunkin’ Brands Chairman and CEO Nigel Travis explained on the company's website, “We are excited about the progress we have made on our multiyear plan to transform Dunkin’ Donuts U.S. into a beverage-led, on-the-go brand."

Even so, Dunkin's donuts are still a popular item on their menu. While the rebranding may be part of a plan to center coffee and other beverages as part of the company's future, it is probable that the famous Dunkin' Donuts donuts won't be going away any time soon.