“Simplification will continue to be a cultural mindset for our system,” said president David Hoffman.

Dunkin' Donuts will be testing out a menu with fewer doughnut varieties. According to a recent article in QSR Magazine, the brand will be offering roughly half of its current options during the test that will occur at 1,000 locations.

“Simplification will continue to be a cultural mindset for our system,” said president David Hoffman. The company began simplifying the menu earlier this year by reducing the availability of danishes and cookies.  

The change comes as part of the brand's efforts to refocus its attention on the beverage menu. Dunkin' Donuts aims to become an on-the-go, beverage centered brand within the next few years. This will be achieved through the scaled back doughnut menu as well as an increased number of available drive-thru locations.

Read the full article here.