Dive Summary:

• Dunkin Donuts has announced it will initiate a new “café-style” store design aimed at encouraging its customers to stick longer than just the morning commute.
• The new design is similar to that of its competitor, Starbucks, and the company admits it has been missing out on revenues generated by consumers during afternoon and lunchtime hours.
• “We haven’t always been conducive to that relaxed environment … so soft seating, the ability to watch TV, to listen to appropriate music and just do things slightly slower than you would in the morning is what we think we’ve been missing,” stated CEO Nigel Travis.

From the article:

So far, Dunkin’ has opened about 90 of the new stores and plans to have as many as 600 by year-end. Franchisees can choose from four options, which cost between $175,000 and $250,000 for a remodel and between $400,000 and $700,000 to build new. The fanciest can include stained-poplar rails, faux-leather chairs and glass partitions with LED lights that change hues -- bluish light is said to have a calming affect while store owners can switch to red or green for the holidays.