Dunkin’ Donuts Revamping Menu, More Drinks, Less Doughnuts

Dunkin’ Donuts the number one doughnut shop in America is revamping its menu. The new and improved Dunkin’ will feature fewer donuts and more drinks.

As was reported yesterday by The Inquisitr, CFO Paul Carbone said: “We are a beverage company.” Indicating that the company wants to move more in the Starbucks direction.

The company is also introducing a line of gluten-free foods geared towards those who are intolerant to gluten.

Carbone said at the Jefferies Global Consumer Conference on Tuesday that they gets asked all the time if they will bring back the old ad campaign that shows a baker getting up early in the morning to bake doughnuts.

“He’s not coming back,” Carbone said, pointing out that the chain’s focus has shifted toward beverages, which he said are the “holy grail” when it comes to profitability.

Dunkin’ Donuts plans to stand by its “America Runs on Dunkin’ ” motto, which was launched in 2006, the executive added.

The chain has also been expanding the line of breakfast sandwiches it offers to customers. Carbone said that they rank “right below the beverages” in terms of profitability.

In a recent presentation the company, which has more than 7,300 locations in the US, stated that the drinks and sandwiches account for more 75 percent of profit margins.

It wasn’t clear at this presentations how well the doughnuts did as far as profitability.

Michelle King, director of global relations said: “At Dunkin Donuts, we recognize the importance of providing our guests with many options, including alternative choices for people with food and dietary restrictions.”

The focus of the new campaign is to compete with Starbucks, especially in California, where customers are more health oriented. Dunkin’ expected that the gluten-free choices will attract these consumers.

Do you think it’s a good idea that Dunkin’ Donuts change the focus from doughnuts to drinks and sandwiches?