Dominos unveiled their new logo today sans the pizza descriptor. It’s a trend that many chain restaurants have been following as they grow and expand beyond their core product offering. Starbucks did it just last year when they dropped coffee from their name. Kentucky Fried Chicken slimmed down to their initials in 2006 to reduce the presence of “fried”. But, at the end of the day, do consumers really care?

The interesting thing is that many established brands have moved past their initial product offerings without changing their names with equal success. Dunkin Donuts had no problem moving into lunchtime offerings despite their breakfast-like name. Burger King has been successfully serving breakfast since 1978, and no one has seemed to mind that their name is synonymous with lunch and dinner. And although they are commonly referred to as BK, they have not gone through the exercise of officially changing their name.

The bigger question is whether it makes sense to move beyond your core offering, and if so, how to do it. As food trends move toward authentic offerings that feel thoughtful and considered, does it pay to add more products just because you can? And is dropping part of your name the only thing needed to give you the permission to play?