- The Washington Times - Wednesday, October 4, 2017

Dunkin’ Donuts is slimming down its menu boards, from 30 varieties of doughnuts to just 18.

“We’ve shrunk the amount of doughnut variety and we’re seeing a lift in those markets instantly,” company president David Hoffmann said in an interview Nation’s Restaurant News (NRN) published Thursday.

Mr. Hoffmann described the move as an effort to get the company’s “mojo” back.

Depending on the regional market, some lucky customers will find 24 varieties to choose from, but the company hopes to complete its move by the end of October, NRN said.

The announcement comes as Dunkin’ Donuts toys with re-branding as simply Dunkin’, debuting new stores in some test markets with signage that leaves out “Donuts.”

While still known to customers of Gen X vintage for its memorable 1980s TV-commercial tagline, “Time to make the donuts!”, the Massachusetts-based franchise now sees itself more as a quick-service coffee shop than a pastry store.

“Simplification [of the menu] isn’t about saving your way to prosperity,” Mr. Hoffmann told NRN. “It’s about creating room for growth to position yourself as a beverage-led, on-the-go brand.”

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