Hoffman said the company has already been shrinking the menu size of various stores in select markets, and Dunkin' is pleased with the results so far: “We’ve shrunk the amount of donut variety and we’re seeing a lift in those markets instantly,” he said, per the report.
While a reduction from 30 to 18 donuts might seem like robbing your local outpost blind of its plentiful bounty, the executive explained that some stores will still serve 24 donuts after the purge is complete. Speaking in the parlance of a true donut-hawking empire, Hoffman called the company's strategy part of an "overarching reset" that should help the chain get its groove back after getting lost in the woods.
Part of that reset, Hoffman maintained, comes with emphasizing more artisanal offerings that could see Dunkin' compete with fancy, craft donut purveyors. While donut aficionados are probably dying to know more about which flavors are on the chopping block, a Dunkin' Donuts spokesperson confirmed to Thrillist that the donut removals are only part of a "test," which is currently playing out at 1,000 stores nationwide.