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Dunkin’ Donuts has recently announced that it would be dropping 10% of its items in its menu. The Dunkin Brands Group-owned café told reports that the decision rooted from the company’s plan to restructure its offerings as it moves forward. As part of that, the café company will be dropping unpopular items that are believed to slowdown consumers from ordering Dunkin’ Donuts other signatures and favorites.

The menu reduction will be a nationwide move for both food and drink selections. It is estimated to take affect this week in certain branches such as those in New England. The reduction will be fully done by mid-march as the company expects.

Sandwiches such as Angus Steak & Egg Breakfast, Turkey Cheddar Bacon, Ham & Cheddar, Tuna Salad and Chicken Salad Sandwich and Big N’ Toasted Breakfast will be officially removed from the menu along with the Strawberry Banana and Tropical Mango smoothies.

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 Selection of donuts in local branch in Reykjavik.

Selections of Unsweetened flavor shots will be reduced as well with Peach, Caramel and Mocha being the major candidates for elimination.

The company will also stop serving flatbread as it will also be removed.

Additionally, other breakfast sandwiches and afternoon sandwiches are also candidates for latter elimination from the menu of the café company.

So far, Dunkin’ Donuts has only announced the elimination of the ten items above. With the removal of the items above, the company now hopes to provide faster and more accurate services. A better and consistent consumer experience is also aimed by the company from store to store, the company stated in a magazine interview.

According to the company earlier this year, Dunkin’ Donuts has decided to remove the inclusion of artificial dyes on all of its donuts. By the end of the current year, the company plans to eliminate such in all of its edible products as possible.

Trading Performance

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Shares of Dunkin Brands ended last week’s trade bullishly with a 1.88% increase from the previous trades. It is currently up by 1.19 points generally.

As indicated in the chart above, the company opened the year bullishly, only to decline downwards in the coming trades. For five periods, it remained in such trend until the recent ones in where it recovered.  If it is to have more bulls, it can be marked as overbought again. The RSI Level at the time of writing is at 59.17.

Lastly, the Coppock curve of Dunkin Brands has failed to indicate uptrends. While still at the positive region of 2.44, a buy would be advised before it deviates below the negative region.

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