I can’t lie, I absolutely love Dunkin’ Donuts. Don’t get me wrong, I know there’s better doughnuts and coffee out there, but sometimes you just can’t beat the convenience. I’d take a bag of Munchkins and a Dunkin’ cappuccino over a smoothie bowl any day of the week.
Right now, Dunkin’ Donuts is in the middle of the “New Year, New Me” hype, and a lot of things are being changed. The company is currently in the process of shedding what they believe to be unnecessary, which includes potentially changing their name to just Dunkin’ and dropping a lot of items off the menu.
This is all part of an effort to market Dunkin’ as “a beverage-led brand and coffee leader,” and not what everyone has mistakingly believed it to be: a passable doughnut-maker that sells coffee (that’s only slightly more palatable than 7-Eleven).
To complete this coffee-centric plan, the chain actually started testing a simplified menu this summer at a few locations. No one really revolted or reacted, so Dunkin’ Donuts believed it was safe to roll out the changes nationwide. However, some of the changes have left people furious.
Previous reports had claimed that the chain could drop up to half of its doughnut arsenal, but luckily for fried-dough fans, that looks unlikely to happen (seeing as it would cause war-level chaos). The cuts, however, will still affect dozens of regular menu items.
For example: in New York and New England, the turkey, cheddar & bacon sandwich, the ham & cheddar sandwich, the big n’ toasted breakfast sandwich, the Angus steak & egg breakfast sandwich, the tuna salad sandwich, the chicken salad sandwich and the flatbreads will all be taken off the menu.
The plan will eventually be rolling out southwestward with an aim to reach every store by the end of March. Casualties also include an undeclared number of baked goods, like the honey bran raisin and reduced-fat blueberry muffins as well as cream cheese.
A Facebook user managed to snap a picture of a comprehensive list of almost everything that will be axed. They said, “Just so you know Dunkin is getting rid of basically the whole menu tf am I supposed to eat in the morning before work now.”
You could argue that Dunkin’ wants to focus on quarterly figures, rather than customer satisfaction and convenience. Dropping simple things like cream cheese and unsweetened flavorings add-ons look like a move to save money, rather than benefit the customer. At the same time, having less of a menu to choose from could improve the quality of food, and stop you from being paralysed by choice.
Dunkin’ insists that the new streamlined menu will yield “faster, more accurate service” and “a more consistent consumer experience from store to store.” The change also occurs alongside an announcement that for 2018, Dunkin has “removed artificial dyes from its donuts.”
The proof, as they say, will be in the pudding. We’ll have to wait and see how this move works out for Dunkin’ Donuts. In the meantime, get yourself to your nearest branch to have some sort of last supper.