Dunkin’ Donuts rebrands: Can it take down Starbucks?

Dunkin’ Donuts is going on a diet, y’all! And the makeover has already improved sales.

As of November 2017, Dunkin’ slashes the variety of doughnuts it offers from 30 to 18. A few select stores will offer 24 varieties, according to Dunkin’s brand president, David Hoffman.

dunkin donuts varieties
Dunkin’ Donuts downsized its menu to focus more on coffee. Now, it’ll take on java juggernaut Starbucks. (Instagram)

The rebranding is part of Dunkin’s plan to get its “doughnut mojo” back by simplifying its menu and focus more on selling coffee, which is more profitable than doughnuts.

“We’ve shrunk the amount of doughnut variety and we’re seeing a lift in those markets instantly,” Hoffman told Nation’s Restaurant News.

Dunkin will focus on artisanal flavors like its best-selling maple with bacon doughnut and get rid of flavors that don’t appeal to customers.

dunkin donuts trump wall name
(Photos: Instagram)

And that’s not the only change. In August 2017, the fast-food chain — which also offers a variety of breakfast sandwiches — announced it will drop “Donuts” from its name. As it is, “donuts” is the misspelled version of “doughnuts,” so this is probably not a bad idea.

In November 2016, Dunkin Donuts made headlines after offering “Trump Wall” doughnuts in homage to Donald Trump’s winning the presidential election.

dunkin donuts trump wall
(Image: Instagram)

Predictably, leftist nutcases got triggered, claiming Dunkin’ was celebrating “families getting torn apart” because it supported a border wall. (*insert eye roll here.*) But conservatives were amused by Dunkin’s display of patriotism.

With its rebranding, Dunkin’ — the seventh most successful fast food chain in the United States — is mounting a major challenge to coffee kingpin Starbucks. In this battle, we’re definitely rooting for the underdog.

In February, the left-leaning Starbucks got slammed after vowing to hire 10,000 refugees while ignoring unemployed military veterans and other Americans.

In June, Starbucks was forced to apologize after its employees bullied and harassed a woman customer for wearing a Trump t-shirt.

So yeah, good luck with the refugee workforce, Starbucks. Go get ’em, Dunkin.



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