Dunkin’ Donuts unveils next-generation store of the future

Chain tests new signage that drops “Donuts” from its brand name

As foodservice establishments compete for share of stomach, innovation in store décor, a speedier drive-thru experience and a positive guest experience are crucial elements to address.

Dunkin’ Donuts recently unveiled the first of at least 30 new and remodeled Dunkin’ Donuts restaurants that will test variations of a new store concept this year, the company says. Among them, a new 2,200-square-foot restaurant opened in Quincy, Mass., and is located about 1 mile away from the original Dunkin’ Donuts location, which opened 68 years ago.

The test location offers a first look at the future of the brand’s U.S. store experience, it says. The chain also is testing new signage that drops “Donuts” from its brand name.

Elements of the new restaurant experience include a modern design with lighter colored materials, an open layout, a faster drive-thru experience featuring a lane that is exclusive to DD Perks members who order via Dunkin’s mobile app and lets them merge into the line for the pickup window, and premium pours with the restaurant’s signature cold beverages served through an innovative eight-tap system.

The new restaurant, the 186th DD Green Achievement restaurant in the country, also is designed to save 25 percent more energy compared with a standard restaurant, the company says.

“The launch of our next-generation concept store marks one of the most important moments in Dunkin’ Donuts’ growth as an on-the-go, beverage-led brand,” said Dave Hoffmann, president of Dunkin’ Donuts U.S. and Canada, in a statement. “We have worked closely with our franchisee community to create a positive, energetic atmosphere for our guests that remains true to our heritage while emphasizing and enhancing the unparalleled convenience, digital innovation and restaurant excellence that distinguishes Dunkin’.”

Barbara Harfmann, managing editor of Beverage Industry, visits beverage companies for cover stories and facility tours, and writes and edits for the magazine’s print and online components. She also represents the magazine at trade shows and events. She earned a Bachelor of Science in Mass Communications and Public Relations from Illinois State University.

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