Why The New Dunkin' Donuts In Pasadena Won't Actually Be Called Dunkin' Donuts

Dunkin' Donuts is set to open its first location in Pasadena later this summer under the rebranded moniker Dunkin'.

The name change comes as the company tries to focus on its line-up of coffees and other beverages. "We are excited about the progress we have made on our multi-year plan to transform Dunkin' Donuts U.S. into a beverage-led, on-the-go brand," Nigel Travis, chairman and CEO of Dunkin' Brands, the parent company of Dunkin' Donuts and Baskin Robins, said during a July earnings report.

As a spokesperson for Dunkin' Brands told LAist, the Pasadena location "will feature our brand’s delicious range of coffees, espresso beverages, sandwiches and baked goods, all served with Dunkin’ Donuts’ signature fast and friendly service."

According to the company's May 2017 figures, Dunkin' Donuts sells about 1.8 billion cups of coffee globally (they have 12,000 locations) every year.

The Pasadena location, at 275 South Lake Avenue, will be the company's first in the San Gabriel Valley, as well as the very first Dunkin' location. According to The Foothill Advocate, another SGV location should open at West Covina's South Hills Plaza by December.

“The signage at our Pasadena restaurant is unique to this specific location,” Coby Sonenshine, with Prell Restaurant Group, which owns the Pasadena franchise, said, reports the Pasadena Star News. “No other locations with this signage have been announced.”

Dunkin' Donuts returned to California in September 2014 (following a late '90s pull-out from the state) with a location in Modesto and Santa Monica. In the subsequent years, 30 locations have opened throughout California, and at least another 300 planned.