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Dunkin’ Donuts will drop ‘Donuts’ from name at new Boston Common location

Dunkin’ Donuts has plans to roll out its simplified branding strategy close to home. A new “Dunkin'” location on Boston Common is set to open in December.

The Canton-based fast-food coffee shop has dropped the “Donuts” from its store name after experimenting with the name change in California.

The simplified title may be jarring to some veteran Dunkin’ Donuts drinkers. But financial analysts say with the movement for clean eating and a higher payout from coffee sales, it is not surprising the doughnut is on the decline.

For the sake of brevity, or because it is just said so often, New Englanders have already adopted slang like “Dunks” or “Dunkies.” The new rebrand is not too far off, and matches the company’s decade-long slogan, “America runs on Dunkin.”

Doughnuts will still be available at the new Dunkin’ store in Boston. The rebranded store at the corner of Tremont and West Streets will be the first of its kind in Boston. A new drive-through store will also open on Route 3A in Quincy.

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