Brighter, faster, friendlier — Dunkin’ Donuts has been in the coffee and pastry business since 1950, but the company has rethought every part of it from the ground up for its store of the future.
The company just unveiled what it calls the Dunkin’ Donuts Next Generation store, revamping three of its existing locations in New York with new technology, a modern atmosphere (bar-style taps!) and a more social experience for its customers and employees.
“Everything about this store is about being fast, accurate and a great place to work for the employees,” says Scott Murphy, the chief operating officer for Dunkin’ Donuts. “And if we get that together, I think we’ve got something pretty exciting here.”
Shiny and new
The three Dunkin’ Donuts stores of the future are located at 850 Eighth Ave. in the Theater District, 240 W. 40th St. in Times Square and 90 West St. just south of the 9/11 Memorial, and the changes are immediately obvious. “It’s lighter, there’s a lot of optimism, it feels more modern and happier,” says Murphy.
The entire space now feels more welcoming with white walls and light wood paneling, but you might be too distracted after realizing the pastry case is now right up front next to the registers. For a company that’s always prided itself on fun colors and designs, it’s about time. Instead of leaning and squinting to try to read what’s available, the pastry case makes it easy to see everything — and possibly find something new. Sure, everyone knows about Donut Fries, but did you know Dunkin’ has White Cheddar Bagel Twists?
Meet your server
The Dunkin’ Donuts store of the future is all about being social. Gone are the high walls created by its old espresso machines; a new, sleeker one faces customers and “has a nice theater to it — it conveys that espresso credential,” Murphy says. Counters are now only about waist high, giving you full view of the sandwich-making and drink-crafting.
Speaking of which, there’s a definite surprise factor to new eight-tap system for pouring beverages like Dunkin’s new Nitro Cold Brew and iced coffees. “They’re pouring it almost like a bartender, facing the guest, working the taps; you actually feel like your job is a little more important and you’re engaging with that guest,” says Murphy. “It’s small things like that that have made a big difference.”
Making employees happier
A tight labor market is the biggest crisis facing every fast-food restaurant in 2018, according to Dunkin’ Donuts CEO Nigel Travis. The Dunkin’ Donuts store of the future, therefore, had to be a better experience not just customers but also its employees.
One of the things that fast-food workers hate most is bland uniforms, so Dunkin’ partnered with “positive lifestyle brand” Life Is Good to create new shirts in various colors with sayings like Drink Coffee Be Awesome.
There are lots of small changes behind the counter that you won’t notice, like new software to make ringing up orders easier and no longer having to label products by hand. “The operations are simpler, which means you actually bring down some of that level of stress and you actually have that minute or two to engage with someone and smile as you hand over that beverage, because that’s what people want. It’s those simple things,” says Murphy.
Check out more easily
While Dunkin’ Donuts won’t reveal what percentage of its orders are made through its DD Perks Rewards mobile ordering app, it’s enough to justify a dedicated two-tiered shelf on the pick-up counter. And for those of you who never take out your earbuds, the new stores now have overhead screens that flash your order number when it’s ready.
