As part of a new marketing strategy designed to accentuate its offerings beyond its eponymous donuts, Dunkin’ Donuts has unveiled a new series of stores called simply, “Dunkin’ Coffee and More.” The Massachusetts-based chain opened the first Dunkin’ recently in Pasadena, California and is set to unveil more storefronts during a trial period likely to last into 2018.

Today, there are more than 11,300 Dunkin’ Donuts stores around the world, with about 8,500 in 41 states. There are also 3,200 international locations in 36 countries.

“Dunkin’ Donuts is a beverage-led brand and coffee leader,” said the company in a statement. “This test coincides with our company’s plans to develop a new restaurant image designed to offer guests unparalleled convenience.”

It’s not such a huge leap from current branding, the statement continued. Customers have already been thinking of the on-to-go brand as “Dunkin'” since its advertising campaign slogan “America Runs on Dunkin’,” which debuted more than ten years ago.

Its efforts to be seen as a quick, efficient brand have already shown positive impact. Dunkin’ stock prices have risen more than $8 a share in the last year. So it’s no surprise that the company will continue to enhance branding, design, and restaurant layouts to emphasize speed.

Customers needn’t worry that they’re losing their favorite donuts, however; Dunkin’ will continue to produce those tasty treats as well. But perhaps as part of the general economic move toward healthier eating, Dunkin’ will be promoting its position as a coffee brand rather than a donut provider—at least for as long as the experiment lasts.

Rebranding may not be a bad idea, given the fervor in New York City over a recent incident where several NYPD cops were denied service at a Dunkin’ Donuts in Bedford-Suyvesant. While brand spokesperson Michelle King apologized for the event and blamed it on the confusing layout of the franchise, the cops themselves said they were ignored by an employee who eventually told them, “I don’t serve cops.”

The incident has inspired a call for locals to boycott Dunkin’ Donuts.