Dunkin' without 'Donuts': Store tests shorter name

New Dunkin Donuts restaurant

"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 a statement.

Labeled only "Dunkin'" on the outside, the store is the first test of the company's future concept, which opened today.

In addition to the shortened name, the Quincy Dunkin' is piloting new design elements and technologies designed for mobile-savvy customers, including a drive-thru lane exclusively for mobile ordering.

Besides dropping Donuts from its logo, the new Dunkin' store features a slew of changes to give customers a "modern atmosphere" to enjoy their coffee and snacks.

This next-generation location in Quincy, Mass., is also one of the places where the chain is testing signage that drops the word "Donuts" from the name.

The inside of Dunkin's new concept features what the company says is a more open design, with starker, more "modern" trimmings that feature more glass, natural light, and look not unlike a Starbucks, (or a smaller version of the new, world's largest Wawa). The kitchen includes espresso machines so beverages may be hand-crafted to order.

New Dunkin Donuts restaurant tap system
In the new restaurant Dunkin’s cold beverages are served through a tap system serving eight cold beverages

A digital status board inside the store alerts customers by name when their mobile orders are ready. With it's silver u-shape and wood-handles, Dunkin's cold morning drinks will now come from a tap, with a lineup that, in its first store at least, consists of nitro, cold brew, original blend, Dunkin' decaf, dark roast, green tea, black tea, and another handle also marked original blend. A "grab-and-go" kiosk at the center of the store holds bottled beverages and snacks including fresh fruit, Yoplait yogurt and beef jerky. According to Dunkin', it is the first national restaurant brand to offer this type of drive-thru innovation and convenience. "We are thrilled to begin the New Year with such an exciting milestone for our brand". "Be Awesome." serve as a form of self-expression for crew members, reflecting the positive atmosphere of the new Dunkin' Donuts store and the optimism and energy for which both the Life is Good and Dunkin' Donuts brands are known.

The new Dunkin' Donuts restaurant is also a DD Green Achievement restaurant, created to save 25 percent more energy compared to a standard Dunkin' Donuts restaurant, the company said.

Since only the exterior of the "next generation concept store for Dunkin'" has been visible up until today, the "Dunkin'" sign has been a big subject of conversation.

Founded in 1950, Dunkin' Donuts is America's favorite all-day, everyday stop for coffee and baked goods. The company has more than 12,400 restaurants in 46 countries worldwide.

The Dunkin' Brands Group also owns ice cream chain Baskin-Robbins. (DNKN) family of companies.

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