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Dunkin’ Donuts Downsizes Doughnut Selection

The coffeehouse chain will test a smaller donut menu at 1,000 stores.
October 11, 2017

​CANTON, Mass. – In the summer, Dunkin’ Donuts announced it would simplify its menu to focus on convenience, jettisoning afternoon sandwiches and bakery items like cookies and Danishes. This week, the chain will start testing a reduced lineup of doughnuts at a thousand stores, QSR Magazine reports.

The company will shelve 16 doughnut varieties, only making between 18 and 24 flavors rather than the usual 40. Dunkin’ Donuts will tweak the lineup based on customer feedback, possibly adding back in up to six flavors before launching the downsized section across the United States.

“Simplification will continue to be a cultural mindset for our system,” said David Hoffman, president of Dunkin’ Donuts U.S. and Canada. The goal of the smaller menu is to increase customer satisfaction and streamline back-of-the-house processes. Some of the locations testing the smaller donut menu have taken “Donuts” from their store signage.

During the second quarter, Dunkin’ Donuts experienced an 0.8% bump in same-store sales in the United States, attributed by an increase in the average ticket amount and despite a drop in traffic. The company also indicated a focus on drive-thrus, with 85% of traditional store openings having one—up from 70% five years ago.