Coffee and donut chain Dunkin’ Donuts is looking to scale back its afternoon sandwiches, placing an emphasis on its core strengths.
On Thursday, the company announced that it would expand the test of its simplified menu to 1,000 locations by October. Some of the items that will be removed from select locations include more lunch-centric sandwiches like ham and cheese, as well as certain muffins, bagels, cookies, danishes, and drinks that include flavor shots.
The move comes after customer traffic to the chain's established U.S. location slowed during this year’s second quarter compared to this time one year ago. That was the fifth straight quarter the figure has dropped. Dunkin’ Donuts will also scale back its plans for franchise expansion, limiting itself to between 330 and 350 openings for the year instead of the previously expected 385.
“We will continue to tweak the simplified menu using feedback from customers, franchisees and employees, as we move into the next phase going forward,” said Dunkin’ Donuts President David Hoffman in a July 27 conference call with analysts.
“However, we still believe that benefits of simplified menu in the long run will help drive top line and bottom line from improved customer throughput, happier crew and managers and ultimately, increased restaurant level margins. As we’ve said before, simplification will continue to be a cultural mindset for our system. We want to make our restaurants simpler and easier to operate. In addition to this, we are also working on updated P.O.S. systems designed to make life easier at the store level as well.”