Dunkin’ Removes the Donuts from its Name

February 14, 2018

dunkin store

The iconic donuts and coffee chain is making a big change for their future stores.

Their store of the future will be simply be called ‘Dunkin’.

Their second ‘Dunkin’ test store location is 2,200 square foot and will open for business on 588 Washington Street in Quincy, MA., the city where the first Dunkin’ Donuts location was opened 68 years ago. The first test store debuted last summer in Pasadena, California.

“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.

Some of the features of the new store design include:

Mobile Ordering:
The stores will feature a new mobile ordering drive-thru. If you belong to the chain’s loyalty program, you can order ahead and drive right through into a special lane to pick up the order.

Iced Bews:
Playing off up and coming local, super-premium coffee spots, Dunkin’ installed eight tap systems that pour out iced coffee, iced teas, cold brew coffee and nitro infused cold brew coffee.

The restaurant industry continues to test kiosks in their restaurants amid rising wages and as a way to speed up lines. This Dunkin’ will have kiosks inside the store this year, according to a press release.

Die-hard fans of Dunkin’ Donuts may have a tough time swallowing the removal of “Donuts” from the storefront, but overall the location offers a glimpse into a brand looking for new ways to play in a mobile-ordering world. And increasingly, a world counting calories and living on caffeinated beverages seemingly around the clock.


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