Photo: Pasadena Business Now

Dunkin’ Donuts plans to test an abbreviated Dunkin’ slogan and signage, beginning with a store last week in Pasadena, CA, to help make the chain better known foremost for its beverages.

The beverage emphasis includes not only hot coffee where it battles Starbucks and other regional players, but also iced and frozen drinks. Strong successes this summer have included the launch of Frozen Dunkin’ Coffee as well as S’mores flavored coffee.

“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’,” according to a company statement.