Does Dunkin' Brands Want You to Forget It Makes Doughnuts?

Soon, it won't take so much "time to make the doughtnuts" at Dunkin' Donuts. The Dunkin' Brands Group (NASDAQ: DNKN) coffee and doughnuts chain is experimenting with reducing the number of varieties available at some 1,000 test stores nationwide, cutting them from 30 to 18. It's not clear which varieties are being cut in the test markets.

Coupled with its recent decision to drop the word "Donuts" from the chain's name -- it's going to start calling itself just Dunkin' as it makes most of its money from coffee -- cutting back on the types of doughnuts available makes one wonder if the company wants customers to eventually forget it makes doughnuts at all.

Image source: Dunkin' Brands.

Continue reading

Source: Fool.com