News

Dunkin' 'espressos' itself with huge US beverage launch

October 24, 2018

Dunkin' is fired up on espresso, with a new initiative that will put the ultra-caffeinated drinks front-and-center at the chain, which just rebranded to put beverages at the forefront.

The chain not only has new state-of-the-art espresso equipment, but a new espresso recipe and cups, all being introduced by employees who've undergone extensive training, according to a press release.

The brand said it will serve handcrafted hot and iced espresso beverages, including lattes and cappuccinos, designed to meet the younger espresso lover's flavor profile. The equipment installed at all U.S. restaurant promises to improve espresso bean extraction for optimal drinks that are stronger and richer. 

The company said that to prepare for the launch employees have received extensive training and espresso certification on the new equipment and beverage builds. Likewise, all these espresso-centric activities are being supported by the brand's comprehensive marketing campaign featuring its redesigned orange, exclamation point-emblazoned cups. 

Dunkin' Brands is investing approximately $100 million into its U.S. business, with more than half of that committed to beverage-led initiative equipment. The company said its franchisees are also investing "substantially" in the initiative to grow the brand's share of the hot and iced espresso category.

"Espresso is one of the fastest growing coffee categories, particularly among younger consumers, and with our coffee credentials we believe we have a tremendous opportunity to improve our awareness and credibility among espresso drinkers," CMO Tony Weisman said in the release. 

Dunkin' U.S. COO Scott Murphy added that relaunching espresso in the brand's outlets nationally has been quite an undertaking from machine installation to employee training. But there's a good business reason, he said. 

"This is a transformative initiative, and it would never have happened without the total alignment and support of our franchisees," he said in the release. "We are bringing America what we believe are the best, handcrafted espresso beverages in the marketplace, at a great value and all delivered at the speed of Dunkin'."

All U.S. espresso beverages continue to be made with 100 percent espresso beans sourced from Rainforest Alliance-certified farms.