Eamonn Farrington and his son Gavin seem to agree that the new Dunkin’ is just as good as the old one. NASHOBA VALLEY VOICE/SCOTT SHURTLEFF
Eamonn Farrington and his son Gavin seem to agree that the new Dunkin' is just as good as the old one. NASHOBA VALLEY VOICE/SCOTT SHURTLEFF

GROTON -- There is a doughnut hole in the new coffee shop at Four Corners.

The "hole" is on the sign and in the name.

No longer Dunkin' Donuts, the iconic and ubiquitous New England mega-franchise is now being re-branded as simply "Dunkin'."

The 788 Boston Road shop is the first one in the area to carry the new label.

"New sign, same great doughnuts," said customer Eamonn Farrington of the recently opened franchise relocated across Great Road from its longstanding home at 3 Forge Village Road.

The new campaign, which the company refers to as next-gen marketing, will see a gradual change-over of all franchises, beginning with new establishments.

"Who calls it Dunkin' Donuts anyway?" said customer Heather Eldredge.

Now going simply by the name Dunkin’, but still delivering the same popular products despite the name change. NASHOBA VALLEY VOICE/SCOTT SHURTLEFF
Now going simply by the name Dunkin', but still delivering the same popular products despite the name change. NASHOBA VALLEY VOICE/SCOTT SHURTLEFF
"Most people just call it 'Dunks'."

But it is not just the name that has changed at the new location. The employee work space and customer dining area are larger than the previous location, and new brewing equipment helps maintain freshness and flavor.

According to Zachary Pierce, assistant shift manager, "There is more room to move around behind the counter. We work more as a team now, more organized and smoother operations with modern equipment."

Even the display case for the daily selection of pastries is now moved to in front of the employees, closer to the customers.

One regular customer is Alexander Regian, who said, "This is the fanciest Dunkin' Donuts I have ever been in."

Correction, this is the fanciest "Dunkin'.


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Owned by The Catalano Companies, which has 20 franchises in central Massachusetts, the Dunkin' at 788 Boston Road will have its grand opening on Jan. 18.

The 9 a.m. ribbon-cutting ceremony will include free samples of the vast menu.

This is the first of the rebranded Dunkin' shops in central Massachusetts and the first for Catalano.