Just asking…

Have you noticed, in recent times, that several fast food brands have stylized their names, going with shorter monickers?

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.

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?

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?

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