Dunkin’ Donuts saw a meteoric rise in the ’80s with a series of commercials featuring Fred the Baker, whose slogan “Time to make the donuts” became as well-known as the Wendy’s lady and her “Where’s the beef?” query.

But the company says they aren’t just a doughnut shop; in fact, they want to focus on their coffee, which is a huge seller on retail shelves and offers a less pricey alternative to potential Starbucks customers.

“We are a beverage company,” Paul Carbone, the company’s CFO, said.

Indeed, coffee and beverage sales make up 58% of their sales nowadays, and that spells big business for those in charge. Now, they’re focusing on a media campaign that will drive sales out West, where there currently isn’t a Dunkin’ Donuts presence, and the promotions will mostly be beverage-driven. They’re also about to introduce gluten-free muffins and doughnuts, which will appeal to a mass audience and will likely go over well in health-conscious California. The state boasts over 2,000 Starbucks alone, while Dunkin’ Donuts has 7,400 shops scattered around the U.S. They will be the first major fast-food company to offer a wheat-free product.

“At Dunkin’ Donuts, we recognize the importance of providing our guests with many options, including alternative choices for people with food and dietary restrictions,” said Michelle King, director of global public relations.