Will Dunkin Donuts change its name to simply ‘Dunkin’?

The company Dunkin Donuts plans to change the name of its brand to “Dunkin ‘” as part of the plans of the new CEO, Dave Hoffman to bring drinks and breakfasts to the forefront of the restaurant chain menu.

“The new brand conveys the company’s focus on serving an excellent fast coffee, while … it retains its familiar pink and orange colors and its iconic fountain,” the company said.

The company, whose sales in recent quarters have been boosted by breakfast and beverage products, said the new brand would take effect in January.

However, the change to bring more customers to buy their coffee comes at a time when companies like Starbucks (SBUX.O) continue to grapple with the stagnant demand for coffee in the United States.

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