If Dunkin’ Donuts drums up feelings of nostalgia, now is the time to visit one of its stores before they change for good. A next-generation concept shop is coming to Alamo City, bringing with it a new name and updated look.
On September 25, the Massachusetts-based company surprised longtime fans by announcing it was abbreviating its name to simply Dunkin' (the hot pink in the logo will be relegated to a lonely apostrophe). According to a release, the move symbolized an evolution of the brand, which increasingly relies on sales from coffee over crullers. (But don't worry, doughnuts are still a keystone of Dunkin's offerings.)
Although the full change for the 68-year-old chain isn’t set to take place until January 2019, San Antonio will see it earlier with a new location opening at 10029 San Pedro Ave. on October 2 that offers a revamped customer experience.
The biggest news is a chilled tap system serving cold brew and nitro-infused coffee and iced tea. The machine ensures consistency while also allowing employees to serve guests like bartenders. Espresso and single-cup coffee machines have also been brought in as part of Dunkin’s continued efforts to dip into Starbucks' market share.
According to a release, the store will also have a modernized look in both the dining rooms and the uniforms. Interiors will be modern and sleek in design, including an open layout, lighter colors, and more natural light. The modifications aren’t all cosmetic, however. The store was designed to use 25 percent less energy than previous models.
On the apparel front, gone are polo shirts in favor of crew T-shirts brandished with slogans from terminally optimistic clothier Life Is Good. The brand will print uniforms with cheerful sayings like "Fueled by Positive Energy" and "Drink Coffee. Be Awesome."
Of course, customers may not get a chance to notice the transformation as they zip through the line. As part of the rollout of the new stores, the company is making a major commitment to online ordering, including prominent mobile pick-up areas in the stores. In San Antonio, the new shop will also have two drive-thrus: one for traditional ordering and one that allows mobile customers to breeze by.
Name change or not, we’ll still be using both of them to buy a dozen assorted.