Dunkin' Eliminating Many Donuts

(RTTNews) - Dunkin' Donuts is dropping a third of its donuts options from its many stores around the country, according to trade publication Nation's Restaurant News.

Dunkin' President David Hoffman reportedly said that the decision is part of the Dunkin' Donuts' plans to reset its business, aiming to increase efficiency and customer service.

As per the report, the company will offer just 18 donuts rather than 30 in about a thousand of its 8,828 locations starting at the end of the month.

According to Hoffman, the menu change is one of the most aggressive simplification efforts he has ever been apart of.

However, some of the affected stores might eventually go back up to 24 donut options, depending on demand. The company will also continue to bring out new flavor combinations.

The company has previously noted that as a whole, it is shifting more to beverage options rather than food.

"Simplification isn't about saving your way to prosperity. It's about creating room for growth to position yourself as a beverage-led, on-the-go brand," Hoffmann added.

The company is already experimenting with dropping the "Donuts" part of its name from one of its California stores.