A few short months after Dunkin’ Donuts eliminated a dozen doughnut flavors at thousands of stores around the country, the fast food chain is slashing its menu in the heart of Dunkin’ Donuts country—New England and upstate New York.
Dunkin’ Donuts has been simplifying its menu in select locations for months, and starting on Monday stores in the Northeast are removing these 10 items, according to Boston.com:
• Turkey Cheddar Bacon Sandwich
• Ham & Cheddar Sandwich
• Tuna Salad Sandwich
• Chicken Salad Sandwich
• Big N’ Toasted Breakfast Sandwich
• Angus Steak & Egg Breakfast Sandwich
• Strawberry Banana and Tropical Mango Smoothies
• Peach, Caramel, and Mocha unsweetened flavor shots
• Some optional muffin, bagel and cream cheese selections
By March, these items will be eliminated from Dunkin’ Donut stores nationwide. The tweaked menu is part of an ongoing effort to streamline the chain’s operations. A statement from Dunkin’ Donuts said that the smaller new menu will result in “faster, more accurate service and a more consistent consumer experience from store to store.”
Over the years, the company had periodically expanded its menu beyond the doughnuts-and-coffee core, in particular by adding sandwiches with the goal of attracting customers during the lunch and afternoon hours.
The company has long sought to be considered in the same league as McDonald’s and Subway, rather than just in competition with the likes of Starbucks and Krispy Kreme Doughnuts. Last summer, Dunkin’ even removed “Donuts” from the name of some stores, in an effort to reposition itself as a specialist in more than just doughnuts.