In Pasadena, CA, Dunkin Donuts is opening one of its quick serve stores without Donuts as part of the name, according to Fortune. The store will still sell donuts, but will go by the name Dunkin as many more patrons purchase coffee than donuts, especially as the trend to eat healthier broadens.

Editor's Insight: What's in a name? This well-known brand wants to change its image, and is testing that out by changing its name. This is an important consideration for all business owners in the B2B service business. Make sure your name and brand are representing the right services (and future potential).