QUINCY, Mass. -- A franchised unit of Dunkin' Donuts took another step toward rebranding as a beverage-first, on-the-go brand. The “DD” prototype is one of 30 stores that will open this year and will test different designs and operations. This location is divorcing itself from doughnuts and adopting processes geared toward streamlined, convenient offerings, such as grab-and-go fresh fruit and packaged snacks.
Check out how retailers can keep up with this brand that’s making a run at convenience ...
1. Premiumization for regulars
Dunkin' loyalty members will enjoy a zippier speed of service. If customers order through the brand’s app, they can skip the ordering station and head straight to the pickup window. Inside, a pickup station is also set aside for loyalty members.
2. Specialized offerings
Dunkin' is putting beverages front and center at this new store concept. A new tap system will pour eight cold-prep drinks, such as iced tea, cold-brew coffee and nitro-infused cold-brew coffee. Guests can even customize their own coffee blends in single-cup serving sizes. On the other hand, the unit features a scaled-back menu that the chain will roll out to all Dunkin' units in April.
3. Strategic partnerships
Along with the new design, employees at the new Dunkin' prototype will sport a fresh look with the help of a lifestyle brand. The chain teamed up with Life is Good, famous for its happy-go-lucky vibes. The staff T-shirts will be printed with similarly optimistic phrases, such as “Start me up” and “Drink coffee, be awesome.”