Donut lovers, don't freak out, but one of our favorite coffee chains is seriously scaling back its donut selection and we are heartbroken.
In August the coffee giant was toying with the idea of changing its name.
They have been considering going from Dunkin' Donuts to just Dunkin', testing out the new branding in some stores.
"While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin' Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as 'Dunkin'," the company told CNBC.
So it should come as no surprise their most recent announcement affects the donuts on their menu.
"We've shrunk the amount of doughnut variety, and we're seeing a lift in those markets instantly," Dunkin' Donuts' U.S. and Canada brand president David Hoffmann told Nations's Restaurant News.
The decision to reduce the menu size from 30 flavors to 18 was made for the company to streamline its offerings.
From Boston cream, to jelly-filled and chocolate sprinkles, did your favorite ones get the cut?
Starting at the end of October, we will see the donut menu shrink at some of the stores.
Hoffman says that the company has already begun shrinking the menu size at select stores and are seeing positive results.
"We've shrunk the amount of donut variety and we're seeing a lift in those markets instantly," he said, per the report.
There is no word about which donuts we will no longer be seeing on the selection shelves.
The cutbacks are currently only taking place at 1,000 test locations nationwide.
"The test locations will offer a minimum of 18 core donuts with the opportunity to expand based on consumer feedback and regional preferences," the spokesperson said. "We believe this approach 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. We will assess the results of the test before making any determination about a possible national rollout."
Some stores are said to offer 24 varieties, instead of 18.
The tactic of trimming down their menu is not new. Chili's recently decided to cut back 40 percent of its menu in an attempt to boost sales and enhance customer experience.
Let's just hope they don't mess with my Maple Glazed donut!
Source: Cosmopolitan / Thrillist