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Just asking…
Have you noticed, in recent times, that several fast food brands have stylized their names, going with shorter monickers?
![](https://i0.wp.com/www.wayneharada.com/wp-content/uploads/2022/04/kfc.png?resize=147%2C87&ssl=1)
KFC now uses initials, possibly to downplay the “fried” in Kentucky Fried Chicken. For an identifier, an image of The Colonel is part of the logo.
![](https://i0.wp.com/www.wayneharada.com/wp-content/uploads/2022/04/jamba.png?resize=107%2C52&ssl=1)
Jamba is the single-term name after Juice was squeezed out.
Ditto, Dunkin.’ The Donuts is gone, maybe because the pastry shop offers a lot more than mere doughnuts.Is this a trend?
![](https://i0.wp.com/www.wayneharada.com/wp-content/uploads/2022/04/dunkin.png?resize=256%2C47&ssl=1)
Single names kinda work best. From Arby’s to Zippy’s, you’ll find a bunch of one-word branding: Denny’s, Subway, Wendy’s, Starbucks, McDonald’s, for instance.
Which begs a few questions: Will Jack in the Box go someday with only Jack? And Papa John’s, cutting back to Papa or John’s? Domino’s would serve the pizzaria; Popeye’s could drop the Louisiana Chicken and still be known by followers; In-and-Out is vastly popular elsewhere, but not here, and its three-word name is very much in. But King would be presumptuous without the Burger, but Caesars would be recognized without the Little.Can’t quite get it, however, with Raising Cane’s, a chicken hut whose name does not reflect its fame; I researched and discovered the name honors the owner’s Labrador Retriever, Raising Cane’s. Hmmm…
Any reactions/comments?