You know that old expression “less is more?” Well, Dunkin’ Donuts wants to find out if it those words ring true in their upcoming rebranding effort. The popular coffee and baked goods destination, which first launched in Canton, Massachusetts in 1950 has decided to limit their menu to 18 “core donut” varieties. This will impact 1,000 of their roughly 9,000 locations.

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The smaller menu “will provide a more consistent experience from store to store, and in some cases will actually increase both the variety and quantity of donuts available to our guests,” Dunkin’ Donuts expressed in a statement to CBS.

At a location in Pasadena, California, the rebranding has gone even further. The company has dropped ‘Donuts’ from its name entirely, calling itself ‘Dunkin.’ In 2018, another ‘Dunkin’ branded location is expected to open in Quincy, Massachusetts.

At the time, there has been no word on which of the approximate 30 donut varieties Dunkin’ Donuts will be eliminating from its menu, but as long as Boston Cream is here for the long haul, we’ll give Dunkin’ a shot.


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