Dunkin Brands is undertaking a $100 million remodeling and upgrade of its 9,141 US stores, now visible at 50 concept locations. New signage reads “Dunkin’,” officially dropping the word donuts, a landmark dating to 1950.
More than half of the investment will go toward store equipment, according to a company press release.
Remodeled stores expanded their grab-and-go sections, draw additional attention to iced tea, and offer cold brew on tap and in cans. Workers donned new uniforms.
“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 North American business.
Donuts remain an important part of the menu but drinks generate 60% of revenue. Management intends to double its US store count, said Hoffman. That would make Dunkin’ larger than Starbucks, which operates 14,300 US stores, McDonald's with 14,150, and 7-Eleven, with 8,300 US stores. Dunkin’ currently operates 12,500 stores worldwide.
The company, which exclusively franchises its locations, said it plans to invest heavily in drive-thru stores.