Dunkin' Ends the 'Milk Tax' on Oat Milk
For years, customers at Dunkin' and other major coffee chains became accustomed to paying an extra fee for non-dairy alternatives like oat milk. However, in a nationwide change that went into effect on March 5, 2025, Dunkin' joined competitors in scrapping the surcharge for plant-based milks. This policy shift represents a victory for consumer advocacy, increased accessibility for those with dietary restrictions, and a move towards standardizing menu pricing in the competitive coffee market.
Previously, the extra cost for oat milk and other alternatives could vary by location, ranging from around $0.50 to over a dollar. The removal of this extra charge means all customers can now customize their Dunkin' beverages with oat milk, almond milk, or coconut milk at no additional cost beyond the standard drink price.
The Reasons Behind the Policy Change
Several factors influenced Dunkin's decision to drop the non-dairy upcharge. These include consumer feedback, market trends, and legal pressure from class-action lawsuits.
Responding to Customer Demand
According to a Dunkin' spokesperson, the policy was guided by customer feedback and designed to improve the overall guest experience by offering a wider range of customization options at a great value. The growing popularity of oat milk and other plant-based options meant that a significant portion of their customer base was regularly paying more for their preferred beverages. Making these options standard eliminates a long-standing point of frustration for many.
Following Market Trends
Dunkin's move follows a trend set by other major coffee chains. In late 2024, Starbucks announced it would eliminate extra charges for non-dairy milks, a decision that impacted nearly half of its customers who customize their drinks with alternatives. Chains like Dutch Bros, Tim Hortons, and Panera have also removed their upcharges. By following suit, Dunkin' remains competitive and aligns with evolving customer expectations within the industry.
Legal and Advocacy Pressure
In December 2023, Dunkin' faced a class-action lawsuit that claimed the surcharge for non-dairy milk was a form of discrimination against lactose-intolerant customers. While the court dismissed the lawsuit in May 2024, the legal and public pressure from advocacy groups like the Center for Responsible Food Business and Mercy For Animals played a vital role in prompting the change.
Comparison: Old Pricing vs. New Policy
To illustrate the change, here is a comparison of how the pricing would have differed before and after March 5, 2025, using a hypothetical upcharge of $0.70.
| Item | Old Price (Example) | Current Price (2025) | Notes |
|---|---|---|---|
| Medium Hot Coffee + Oat Milk | $2.99 + $0.70 = $3.69 | $2.99 | The oat milk substitution is now free. |
| Medium Iced Latte + Oat Milk | $4.29 + $0.70 = $4.99 | $4.29 | The price difference is eliminated. |
| Medium Cold Brew + Almond Milk | $3.49 + $0.70 = $4.19 | $3.49 | All non-dairy alternatives are included. |
| Large Iced Coffee + Coconut Milk | $3.99 + $0.70 = $4.69 | $3.99 | No upcharge for any size. |
What This Means for Customers
For customers who prefer oat milk, this policy change brings several benefits:
- Cost Savings: Frequent customers who choose oat milk will save a significant amount of money over time. For someone who buys a coffee with oat milk daily, the savings could add up to hundreds of dollars per year.
- Increased Accessibility: Those with lactose intolerance or milk allergies no longer face a financial penalty for choosing a beverage that meets their dietary needs. This promotes greater equity and accessibility.
- Simpler Ordering: Customers no longer need to consider the additional cost when customizing their drink, making the ordering process smoother and more transparent.
Conclusion: A Win for All
Dunkin's decision to stop charging extra for oat milk and other non-dairy alternatives is a win for both the company and its customers. By listening to feedback and adapting to modern consumer preferences, Dunkin' has enhanced its value proposition and improved the customer experience. The removal of the extra charge reflects a positive trend in the food service industry towards greater inclusivity and accessibility for all consumers, regardless of their dietary choices. For more information on this and other changes, you can visit the official Dunkin' newsroom or other reliable news outlets like USA Today.
