Dunkin’ redesigning to lure leisurely visitors
In what is its first store redesign in nearly seven years, Dunkin Brands, Inc. on June 18 unveiled a…
In what is its first store redesign in nearly seven years, Dunkin Brands, Inc. on June 18 unveiled a new look for its Dunkin’ Donuts stores aimed at reflecting the chain’s gradual shift “from a morning destination into a brand that serves people all day long.”
According to Dunkin’, the redesign aims to strike a balance allowing patrons to efficiently “get in and on their way” while also accommodating and providing a warm and inviting environment for guests “who seek a longer, more relaxed visit to Dunkin’ Donuts as part of their day.”
Toward the latter objective, the new design features updated furniture and lighting, accessible electrical outlets for patrons and bar top areas for smartphones and computers.
“While most Dunkin’ Donuts restaurants offer free Wi-Fi for surfing the Web, some will also feature flat-panel televisions, satellite music and soft seating,” Dunkin’ said. “New interactive, digital menu boards that use video will add more color and excitement for ordering at the counter, while redesigned signage and canopies give the drive-thru a more modern look, reflecting the restaurant’s overall new architectural elements and colors.”
For consumers looking for a quicker trip, the new design incorporates an optional glass bakery display case at the front counter offering a selection of products and a refrigerated “grab ‘n go” cooler.
“In our highly competitive industry, innovation is the key to success and growth, and it extends into all areas of our business,” said John Costello, president, global marketing and innovation at Dunkin’ Brands. “Just as we’ve broadened our menu to meet our guests’ demand for more food and beverage choices they can enjoy any time of day, our new and innovative store design and atmosphere is just as ideal for people looking to sit down for a break or to relax with friends as it is for people rushing through a busy day.”
Dunkin’ cited a number of sustainability elements featured in the redesign, including LED light fixtures, no VOC (solvents) paints, and wall tile with 35% pre-consumer recycled materials.
Newly redesigned Dunkin’ Donuts restaurants first rolled out beginning in April, but the company said it will be years before the majority of Dunkin’ Donuts locations are remodeled.
“Our brand already has a very modern restaurant base, with the average image age being less than five years,” Mr. Costello said. “And, our franchisees have completed more than 1,800 remodels in just the past four years.”
