Customers, however, remain skeptical. Some die-hard fans of the brand have cautiously returned, but others are still holding their ground.

“I’m willing to give them another chance,” said one former Dunkin’ loyalist. “But if I see even a hint of social justice in my coffee cup again, I swear—I’m switching to Krispy Kreme. They know how to keep politics out of the glaze.”

Only time will tell if Dunkin’ can bounce back from this billion-dollar blunder. Hoffmann remains optimistic, even as the company scrambles to reassure its base that they’ve learned their lesson.

“We got ahead of ourselves. We thought we could be the Starbucks of the working class. But we’re not Starbucks. We’re Dunkin’. And from now on, that’s what we’re going to focus on being. Simple, no-frills, no-politics Dunkin’.”

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