Dunkin’ Ditches the Word Donuts for New US Store Concept

The new store concept in Quincy, Massachusetts. Dunkin’ Donuts photo.

Dunkin’ Donuts today unveiled its new concept store, which noticeably drops the “Donuts” portion of the company name from the store signage.

Located approximately one mile from the original Dunkin’ Donuts location that opened 67 years ago in Quincy, Massachusetts, the 2,200-square-foot concept store is one of some 30 new or remodeled Dunkin’ locations that will be rolled out this year to test the store designs. The company says a final store concept will be unveiled when the testing is complete.

Aside from the name change, the new store features several new technological, bar flow and menu concepts designed to increase efficiency. Those include a separate drive-through lane reserved for patrons ordering ahead through DD’s mobile app; an eight-tap cold beverage system that allows for quick pours of drinks such as cold brew, nitro cold brew and iced tea; in-store digital kiosks for ordering; and a range of new “grab and go” menu items including bottled drinks and packaged snacks from other brands.

“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,” Dave Hoffmann, president of Dunkin’ Donuts U.S. and Canada, said in an announcement of the new concept store. “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’.”

Behind Starbucks, Dunkin’ Donuts remains the second largest coffee chain in the United States in terms of total sales and number of locations. The company’s market share among coffee-centered U.S. chain stores was approximately 22 percent in 2016, according to Statista.