In an attempt to adopt a more “woke” corporate approach, Dunkin’ Donuts allegedly suffered a loss of over $1 billion. They dubbed their decision as “the biggest mistake of our life.”

As per industry analysts, the company “forgot” its core customer base when they moved towards the “woke” agenda. They defended their decision to introduce a number of campaigns with messages of inclusivity and LGBTQ+ pride-themed promotions stating the company attempted to appeal to younger and more progressive audiences.

However, they faced backlash from their longtime supporters. “I used to love Dunkin’ for its simplicity—coffee, donuts, and no politics. Now I feel like I’m being lectured with every new ad. It’s just not the Dunkin’ I grew up with,” one of their customers said.

The company’s stock took a significant hit in the recent quarter. Experts believe there is a direct correlation between the company’s political shift and its declining revenue.

Sarah Johnson, an industry analyst, said, “Dunkin’ made the mistake of forgetting who their core customers were. They tried to chase a trend that ultimately didn’t resonate with the vast majority of their loyal customer base.”

These same words came straight from one of Dunkin’ Donuts senior executives.

He was reported saying, “It was the biggest mistake of our life. We thought we could appeal to a broader market, but in doing so, we’ve lost the very people who made Dunkin’ a household name.”