It appears the name change was just the beginning in the coffee shop's re-imaging.

Recently Dunkin' dropped the Donuts from their name to reflect its increasing emphasis on coffee and other drinks. Of course the donuts aren't going anywhere, they're still on the menu as well as all the other tasty treats.

Getty Images

Those other drinks include lattes, cappuccinos and other espresso-based hot and cold drinks as they look to compete more directly with Starbucks according to a story on WMTW.com.

Dunkin's beverage sales is already 60 percent of their revenue, the article says, but Starbucks 56 percent of coffee sales last year where Dunkin's share was only 27 percent according to the research company Technomic.

The story reports Dunkin' is investing $100 million to modernize its U.S. stores. The company now says more than half that total is being used to buy espresso equipment for most of its 9,200 U.S. stores and they will be able to offer the new menu beverages by the Holiday season.