Dunkin Donuts Brand Evolution
Challenge
Dunkin’ Donuts was looking to develop a new brand strategy to position the brand for long-term success in the changing competitive marketplace. Synergy collaborated with Dunkin’s team as well as their chosen design firm, market researchers and agencies as the food service designer and efficiency expert.
Solution
Synergy was asked to find opportunities for improved efficiencies and ticket times at the stores, especially at the drive through, through operational and technological improvements to be executed in a new prototype. Synergy completed an assessment of multiple franchise locations and formats in several regions of the U.S. to survey challenges to operations and opportunities for improved throughput and service through efficient back of house design and IT system architecture for the new prototype. The team identified operational efficiencies and alternative production systems to improve productivity and throughput, including an assessment of kitchen commissary operations to reduce complexity that could be executed at existing locations to improve ticket times.
Outcome & Benefits
Ultimately, Synergy delivered a new technology system topography, new kitchen and back of house design with equipment specs for cold brew on tap and a robust beverage system. Our team collaborated with other design and consumer research consultants to create a new brand strategy and develop a cohesive new guest experience and prototype including:
- An exclusive On-the-Go drive-thru lane lets DD Perks® members who order ahead via Dunkin’s Mobile App bypass the ordering lane and merge straight into the line for the pickup window.
- Fully-integrated digital kiosks, guests will choose to order with or without the help of a crew member
- New equipment to support a beverage-forward repositioning of the brand to include cold brew on tap, new sightlines for the beverage equipment and improved guest experience