Dunkin' Donuts have faced a decline in sales in the last quarter and as such, the company is trying out desperate changes to gain back their market share.
As such, Dunkin' Donuts is revamping their menus to emphasize on "all day" foods and coffee, which is perhaps a try to remind the Americans that eggs and sausages were served during afternoon hours, long before McDonald's came into business.
As part of the changes, which will overhaul counter menus and drive-thru windows at 8,400 U.S. shops, Dunkin' Donuts is no longer touting combo meals, according to Bloomberg.
Dunkin' Brands Chief Executive Officer Nigel Travis has cited "revitalized burger players" as hurting the chain.
Although the entire fast - food industry is getting more aggressive, with more promotions and discounts, yet McDonald's decision to start selling breakfast all day is causing a lot of issues with its rivals.
Since the Golden Arches made the change in October, chains such as Jack in the Box Inc. have said the move took a toll on their sales.
"The competition is fierce and getting fiercer," Travis said on a conference call this month. "Many of our guests want something more. They have plenty of options from which to choose to get their morning coffee and afternoon pick-me-up."
The fast food chain has been focusing on new sandwiches to introduce in the menu. Some of the most common changes include placing emphasis on beverages.
"It's an area we want to grow," said Scott Hudler, the company's vice president of global consumer engagement. "Owning the coffee space is going to allow us to drive more transactions."
Notably, Dunkin' Donuts shares are down by 3.5 percent over the past 12 months. McDonalds on the other hand have seen a rise of 24 percent in their shares, while Starbucks have seen a rise of 25 percent.
