The battle for breakfast is on as Dunkin Donuts by revamping the format of their menus. This change was partly brought on because of the company's declining sales.
According to a report on Bloomberg, The emphasis of the new format is the coffee and "all day' breakfast. Scot Hudler, vice president of global consumer engagement, admits, "It's an area we want to grow. Owning the coffee space is going to allow us to drive more transactions."
Some of their efforts towards achieving this goal include overhauling the counter menus and drive-thru windows. The company revealed to fortune.com that they started working on their menus and windows since Wednesday, February 24, 2016. The design of the menu board is more eye-catching - complete with attractive graphics -, easier to read, and more contemporary.
"The menu board layout is designed to strategically emphasize Dunkin Donuts' coffee and beverage varieties as well as our sandwich options all served any time of day, making it easier for guests to personalize their order," Hudler added. The content of the old menu focused more on combo meals, which didn't contribute much to their sales. The menu also helps inform customers on how to order.
Another reason that Dunkin Donuts is getting more aggressive on the breakfast front is because the competition is getting fiercer. Nigel Travis, the company's chief executive officer, said in a statement, "Many of our guests want something more. They have plenty of options from which to choose from to get their morning coffee and afternoon pick-me-up." Part of the reason why Dunkin Donuts' sales dropped was because they put too much focus on introducing new products to their menu, which distracted the company from selling their strong suit of breakfast choices.
The company's shares dropped about 3.5 percent within the past 12 months, while McDonald's garnered a 24 percent gain.
