Dunkin’ Drops Plant-Based Milk Surcharge
Dunkin’ joins the growing trend among major coffee chains by eliminating additional charges for plant-based milk alternatives, effective March 5th. This move aligns with customer preferences and reflects broader industry shifts towards sustainability and inclusivity.
Customer Feedback Drives Policy Change
Dunkin’s decision stems from feedback gathered from its customers, indicating a growing demand for affordable and accessible plant-based options. This change aligns with a national shift in consumer habits, with many individuals seeking healthier and more environmentally conscious alternatives to dairy milk.
Industry-Wide Trend
With Dunkin’s latest move, the top five coffee chains in the United States – Starbucks, Dunkin’, Dutch Bros, Tim Hortons, and Scooter’s – have all eliminated surcharges for non-dairy milk alternatives. This represents a significant shift in the industry, encompassing over 29,000 coffee shop locations nationwide.
"Era of the ‘Milk Tax’ is Ending"
Taylor Warren, president of the Center for Responsible Food Business, hailed the decision as a victory for consumers. "With the largest U.S. coffee chains eliminating their non-dairy upcharges, it’s clear that consumers have won this fight," Warren said.
Lawsuit and Dismissal
Dunkin’s decision also follows a class action lawsuit filed in December 2023, alleging that the company’s separate pricing for non-dairy milk violated the Americans with Disabilities Act. The court dismissed the lawsuit in May 2024, but the plaintiffs filed an amended complaint in December 2024. Dunkin’ has filed a motion to dismiss the amended complaint.
Attorneys Cite Role in Decision
Keith Gibson and Bogdan Enica, attorneys for the plaintiffs, believe their lawsuit played a role in Dunkin’s decision. "We view this change by Dunkin Donuts as a win for disabled consumers," they said in a statement.
Equity and Sustainability
Nonprofit organizations such as Mercy For Animals applaud Dunkin’s decision, emphasizing its benefits for equity and sustainability. "Plant-based milk upcharges create barriers for those who can not or choose not to consume dairy," said Jennifer Behr, corporate relations manager at Mercy For Animals. "This is a win for equity and sustainability."
Environmental Impact
By making plant-based options more affordable, Dunkin’ encourages customers to make environmentally conscious choices. Plant-based milk production generally has a lower environmental impact than dairy milk production, reducing greenhouse gas emissions and resource consumption.
Broader Implications
Dunkin’s decision is likely to have a ripple effect on the food and beverage industry, encouraging other companies to follow suit and eliminate surcharges for plant-based alternatives. This shift reflects the growing demand for sustainable, inclusive, and affordable options that meet the evolving preferences of consumers.
