Dunkin' Donuts Is Cutting Almost Half of Its Doughnut Selection at Many Locations
After Dunkin' Donuts announced their plans to take out "Donuts" from their name, the company is now revealing that they've begun to cut back on the actual doughnuts themselves.
"We've shrunk the amount of doughnut variety and we're seeing a lift in those markets instantly," Dunkin Donuts' U.S. and Canada brand president David Hoffmann told Nations's Restaurant News. Hoffman said the decision to reduce the menu size from 30 flavors to 18 was made in order for the company to find its "donut mojo." No word yet whether that mojo resides inside of a Boston cream or jelly-filled doughnut.
The cutback is only currently taking place at test locations at 1,000 stores nationwide, a spokesperson told Delish.com.
"The test locations will offer a minimum of 18 core donuts with the opportunity to expand based on consumer feedback and regional preferences," the spokesperson said. "We believe this approach will provide a more consistent experience from store to store, and in some cases, will actually increase both the variety and quantity of donuts available to our guests. We will assess the results of the test before making any determination about a possible national rollout."
Some stores will offer 24 varieties, instead of 18, Thrillist reports. Dunkin' Donuts did not specify which flavors they have decided to cut out of its menus. The coffee chain is not the only restaurant to trim down some of its items. Chili's recently cut back about 40 percent of its menu in an effort to boost sales and customer experience.
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