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Dunkin' Donuts 'Fresh Brew' model designed to enhance in-store experience

May 7, 2013 by Alicia Kelso — Editor, QSRWeb.com

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During Dunkin' Brands' Investor Day, today in Boston, John Costello, president of global marketing and innovation, discussed some of the ways Dunkin' Donuts U.S. is enhancing the in-store experience for customers. As part of this initiative, the brand is currently rolling out digital menu boards nationwide.

"They really have the potential to be transforming. They become in-store advertising and have the ability to drive new products," he said. "They can be personalized by region and by weather. It's very exciting."

Digital menu boards, Costello adds, also have the ability to drive new products and market afternoon offerings during the morning rush hour, to entice repeat visits.

They are being complemented by other in-store initiatives such as retail merchandising, free WiFi and more.

"Our 'Fresh Brew' design builds greater coffee authority. It is engineered to handle a high traffic flow in the morning and a place to pause in the afternoon. Beyond the graphics, it is meant to improve the guest experience," Costello said.

The retail merchandising is the brain child of many of Dunkin's executives who have retail experience. Costello said it has helped drive incremental sales, particularly among the brand's K-Cup line.

Read more about customer experience. 

About Alicia Kelso

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Alicia has been a professional journalist for 15 years. Her work with FastCasual.com, QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including NPR, Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.

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