Dunkin’ Donuts Continues Forward Motion

With clever marketing, more stores and a new value menu, the chain’s future is ‘energetic.’

August 20, 2018

CANTON, Mass. – Dunkin’ Donuts keeps refreshing itself to ensure it meets the ever-changing needs of today’s consumer, QSR Magazine reports. Last year, the chain raised its store count to more than 12,500, with overall sales reaching nearly $9.2 billion. Its rejuvenated menu has been slimmed down, with a value menu.

The changes have led Dunkin’ Donuts Chief Marketing Officer Tony Weisman to say the chain’s future is “energetic. … There’s never been a better time to be part of the Dunkin’ Donuts brand, and we’re excited about our brand’s future.”

The slightly smaller menu—Dunkin’ erased about 10% of its slow-moving or off-strategy items—enabled employees to focus more on guests and less on labor-intensive food preparation. “We’re pleased with the results to date,” Weisman said. “In addition to faster, more accurate service and a more consistent consumer experience from store to store, menu simplification allows us to make room for future menu innovations.”

Recent innovations include adding Girl Scout cookie-inspired flavored coffees and the snack-heavy, $2 value menu that includes Donut Fries. The chain also unveiled a $2, $3 and $5 menu under the Dunkin’ Go2s banner that includes popular breakfast sandwiches. Dunkin’ Donuts also is testing a catering service.

“Dunkin’ Donuts is a brand that’s always on the move … [and] we’re pleased with the results of many different initiatives we have in motion,” Weisman said.