Dunkin tests dropping Donuts from its name

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.

Cutting back 10 percent of menu

Also, Dunkin’ Donuts recently announced it is scaling back on its food and drink offerings. The Boston Herald reports the new, simplified menu is expected to roll out in New England locations starting Monday before expanding nationwide in mid-March.

Among the casualties are less popular items and ones that are time-consuming to make, like smoothies, afternoon sandwiches and certain breakfast sandwiches.