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Dunkin’ Donuts US unveils future concept store

Dunkin’-Donuts-USDunkin’ Donuts US has unveiled its next generation concept store – in the city where it opened its very first outlet 68 years ago.

The new store, in Quincy, Massachusetts, features what the brand describes as “a modern atmosphere” and new and innovative technologies and design elements – including the first drive-thru exclusively for mobile ordering.

The “On-the-Go drive-thru lane” allows members of the Dunkin’ Donuts loyalty program DD Perks who order ahead via a mobile app to bypass the ordering lane and merge straight into the line for the pickup window.

The interior design uses lighter colored materials, an open layout and natural light to create an approachable, positive and energetic environment.

And a new tap system has been designed to pour eight types of cold beverages such as coffees, iced teas, cold brew coffee and nitro-infused cold-brew coffee.

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Later this year, Dunkin’ Donuts will introduce digital kiosks allowing customers to order with or without the help of a staff member, while a mobile pick-up area will allow DD Perks members to order ahead via an app, reducing the time waiting in-store.

New uniforms are also revealed in the Quincy store, including headwear designed in partnership with lifestyle brand Life is Good. Staff t-shirts feature slogans such as “Fuelled by Positive Energy,” and “Drink Coffee. Be Awesome”.

The new 2200sqft Quincy stores is located about 1.6km from the original Dunkin’ Donuts US location and is the first of 30 or more new and remodelled Dunkin’ Donuts US restaurants that will test variations of the new design this year.

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The final Dunkin’ Donuts store design will be unveiled once testing is complete. The Quincy store is also one of a select number of restaurants testing new signage that refers to the brand simply as “Dunkin’.”

“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 US and Canada. “We have worked closely with our franchisee community to create a positive, energetic atmosphere for our guests that remains true to our heritage, while emphasising and enhancing the unparalleled convenience, digital innovation and restaurant excellence that distinguishes Dunkin’. We are thrilled to begin the New Year with such an exciting milestone for our brand, and look forward to rolling out Dunkin’ Donuts’ store of the future to our guests in all of our communities.”

This story first appeared on sister site Inside Retail Asia.

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