Newsletter
Dunkin’ Donuts is continuing its march forward into the modern world via a brand new concept store, which opened in Quincy, Massachusetts as of yesterday. Hoping to provide visitors with what it calls a future experience, the new store incorporates 7 major changes ranging from an aesthetic redesign to new technology-driven customer interactions. If reception to the new concept is positive, the company actually plans to roll out the design across its full network of locations, with at least 30 stores planned for this year. So, it’s probably fitting that the next-generation starts just one mile from the very first location ever opened 68 years ago.
Probably the first and most notable update customers to the new store will notice is the complete aesthetic overhaul. For starters, the sign out front has dropped the “Donuts” – which is actually a change being tested at several other locations as well. Meanwhile, walking into the new store, customers will be greeted by a new, open layout filled with natural light, enhanced further by the use of lighter-colored materials. The appeal, according to Dunkin’ Donuts, is that combination of changes creates a much more friendly, and approachable environment. That’s also complemented by completely redesigned uniforms for the staff. Those were thought up in partnership with Life is Good, with new messaging meant to give employees some freedom of expression while also reflecting optimism and meshing well with the new atmosphere. The company also says they’re an outward expression of the two companies’ commitment to spreading positivity and helping kids in need through their respective charitable Foundations. Also tied into the building redesign itself, the company incorporated its DD Green Achievement standards in order to make this one of 186 restaurants in the country designed to reduce energy consumption by 25-percent over previous stores.
However, the changes extend well-beyond simple redesigns. The new store features a new On-the-Go drive-through lane that lets DD Perks members order in advance and then merge directly into the line to simply pick up their order. Inside the store itself, the company’s signature cold beverages are now served through a tap system, which serves coffees, iced teas, cold brew coffee, and nitro infused cold brew coffee. Crew members will also be working with updated equipment – namely a brand new top-quality espresso machine so that hand-crafted drinks can be made to order. Coffee will always be made fresh, as well, thanks to a single cup machine which can grind and brew a selected type of coffee one cup at a time. Finally, two new kiosks are included with the new store concept. The first is an expansion of Dunkin’ Donuts’ Grab & Go unit, which will now feature bottled drinks, snacks that complement the company’s menu, and healthy new options. The other is a completely new fully-integrated kiosk, which will arrive later this year. That will allow guests at the restaurant to order with or without help from a crew member, as well as a dedicated pickup zone for mobile orders. An associated status board will be added, too, in order to provide customers with real-time updates of the orders placed for pickup.