In January 2018, Dunkin' Donuts began to open new concept locations, beginning in Quincy, featuring modern decor, cold beverages on tap and a single-cup brewing machine, more packaged take-out options, and dedicated pick-up lines for mobile ordering inside and in the drive-thru. The concept was described as being part of a shift towards becoming an "on-the-go, beverage-led brand". In addition, the location, as well as others, began to trial signage referring to the chain as simply "Dunkin—downplaying "Donuts" from the name.