CANTON, Mass. – With a drop in customer traffic, Dunkin’ Donuts will refocus on value, simplification and convenience to bring back guests, QSR Magazine reports. During the first quarter of 2017, the coffeehouse chain saw flat comparable-store sales, despite average rings jumping up around 3%. During that same time period, customer traffic declined.

Value messaging bumped up breakfast sandwich sales, while the iced coffee category drove overall beverage sales due to growth in the cold brew sales. This week, Dunkin’ Donuts debuted its Fruited Iced Teas and Dunkin’ Energy Punch, which is the result of a partnership with Monster Energy. The company is hoping the partnership will bring in millennial customers.

“We're on journey, a journey to continue to move up the consumer experiential curve and distance ourselves from the competitors that are commoditizing their offering,” David Hoffman, Dunkin’ Donuts U.S. and Canada president, 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.”

In March, Dunkin’ Donuts joined with Waze on its new “Order Ahead” feature.