This coffee-forward direction is in line with the company's potential plan to drop "Donuts" and rebrand to just "Dunkin'."
Commenting on this possibility back in August, a spokesperson said, "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’," in a statement via email. "The signage will appear on a new restaurant scheduled to open in Pasadena this month, followed by a few other locations later this year."
Whether Dunkin' will rebrand won't be decided until the latter half of 2018, and of course, speculation about the sale to JAB is only speculation so far. Dunkin' Donuts declined to comment on the rumors and Krispy Kreme didn't respond to a request for comment. So, if an all-powerful donut monolith is among your worst fears, you have nothing to worry about for now.