A few months back, Consumer Obsession featured this review comparing Dunkin’ Donuts to Krispy Kreme. Our opinion was that, while it was hard to deny that Krispy Kreme’s fresh, hot donuts were and are very good, once cooled, they became very average, even sub-par. The donuts at Dunkin’ Donuts, on the other hand, were consistently very good in taste and texture.
But, an unfortunate change has taken place at many newer Dunkin’ Donuts franchises: The donuts are not being actually made on site; they are being brought into the stores frozen and then baked on site. Dunkin’ Donuts has stated that is a more efficient way to make and sell their donuts. It keeps the shelves stocked and cuts down on waste. While all of that may very well be true, this change has had a seriously negative effect on their product.
In our region, a new Dunkin’ Donuts opened in the past year. There was an obvious difference right from the first bite. The donuts, which had always been relatively light, now seemed heavier and less fresh. The glazed, which had always been very good, now tasted like sugar-coated cardboard. Repeated visits offered the same results, to the point that we simply stopped going. We weren’t alone. Many other long-time Dunkin’ Donuts devotees would tell me the same thing: These are not the same donuts that we loved.
The brass at Dunkin’ Donuts claims that these donuts and the new methods were taste-tested and that consumers could not tell the difference. Consumer Obsession finds this difficult to believe, as the difference is major – major enough that the donut we formerly gave high praise to, is now nearly in-edible.
