Popular coffee chain Dunkin Donuts is testing out a new name, by dropping the Donuts portion, according to a report by Restaurant News.

A new location of the Dunkin Brands (DNKN) owned chain in Pasadena California will be called simply Dunkin' as a test of the possible name change.

The company wants people to view the stores as a destination for coffee, but it will continue to sell donuts. This is likely in a bid to continue to keep up with coffee rival Starbucks (SBUX) .

"While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as "Dunkin'," Dunkin Brands said in a statement to Restaurant News.

A company spokeswoman told TheStreet via email: 

"While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as "Dunkin'." The signage will appear on a new restaurant scheduled to open in Pasadena this month, followed by a few other locations later this year. We have been referring to ourselves simply as Dunkin' in our advertising for more than a decade, ever since we introduced our "America Runs on Dunkin'" campaign.

This test coincides with our company's plans to develop a new restaurant image designed to offer guests unparalleled convenience. We do not anticipate making decisions regarding our branding until the latter half of 2018 when we begin rolling out our new store image."

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