Dunkin’ is trying to hone its identity as it moves into more new markets west of the Mississippi, and competes against the likes of McDonald’s and Starbucks. The goal is to better
position Dunkin’ as a “beverage-led” and “on-the-go” company. There’s another big change being tested: dropping “Donuts” from the name. Regardless of
the result, Fuqua says
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