TL;DR
Dunkin' Donuts is streamlining its menu and convenience to bring back guests after experiencing flat comparable-store sales and decreased traffic. The brand is rolling out a streamlined menu to 800 more stores later this year.
The coffee chain experienced “flat comparable-store sales,” according to a recent QSR Magazine article. Traffic decreased while average tickets increased by 3 percent.
Dunkin’ Donuts U.S. and Canada president David Hoffman said, “Our consumer research last summer showed that guests want to use Dunkin' as a place to take five minutes, not 50 minutes. And as we jokingly say around here, there are other coffee houses where you can go to write your screenplay. That's just not us.”
The brand rolled out a streamlined menu earlier in the year to 300 stores and will roll out to an additional 800 stores later this year.
In this story
This story was originally published in 1851 Franchise on May 5, 2017. Burnaze summarizes and links to the original reporting.
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