Dunkin’ Donuts is scaling back their doughnut offerings this month, by the end of October, most locations will downsize from 30 varieties to 18. No word on which flavors are getting the boot.
According to David Hoffmann, Dunkin’s brand president of U.S. and Canada, this change will get the brand its “donut mojo” back. He explains, “We’ve shrunk the amount of doughnut variety and we’re seeing a lift in those markets instantly.”
DD plans to move toward more artisanal flavors, like maple with bacon bits, but without the high price tags you’d find at fancy boutique bakeries. And their doughnut options aren’t the only thing they’re ditching. Back in August, Dunkin’ brands announced plans to drop “Donuts” from the company’s name. They’re already experimenting with a “Dunkin’” location in Pasadena, California and plan to open another in Massachusetts next year.
Source: The Daily Meal