We visited Dunkin’ Donuts’ ‘store of the future’ in NYC — here’s what it was like

Remodeled Dunkin' Donuts stores have iced drinks on tap.

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Remodeled Dunkin’ Donuts stores have iced drinks on tap.
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Business Insider/Jessica Tyler

  • Dunkin’ Donuts is slowly rolling out what it says is its “store of the future” experience.
  • The first part of the rebrand was a name change to just “Dunkin’,” which is officially happening at all old and remodeled stores by January, the company announced Tuesday.
  • The Dunkin’ concept is part of a major rebrand the company is testing that includes a new store design, drinks like nitro-infused cold brew, and digital-ordering kiosks.
  • We visited a newly remodeled Dunkin’ store and tried some drinks from the new tap system. Here’s what it was like.

Dunkin’ Donuts is slowly rolling out what it says is its “store of the future” experience.

The first part of the rebrand to be rolled out was a name change. The Massachusetts-based coffee empire began testing the name Dunkin’ – without the “Donuts” – at a handful of locations late last year, according to Eater.

The next-generation Dunkin’ concept was rolled out as a test to about 50 stores earlier this year, and on Tuesday, the company announced that it would be changing its name to just Dunkin’ at all of its US stores by January.

The Dunkin’ concept is part of a major rebrand that includes a new store design, drinks like nitro-infused cold brew, and digital-ordering kiosks.

We visited one of the new Dunkin’ stores in New York. Here’s what it was like:


The remodeled Dunkin’ store we went to was in Times Square.

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Business Insider/Jessica Tyler

Like at the other remodeled stores, the sign said only Dunkin’ — not Dunkin’ Donuts.

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Business Insider/Jessica Tyler

The Dunkin’ was small, and the only hint of pink or orange was on the logo. The design was much more minimalistic than Dunkin’s existing stores. At some of the remodeled locations, there will be digital-ordering kiosks in addition to cashiers.

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Business Insider/Jessica Tyler

This particular location had a lot of similarities to the older Dunkin’ stores, including the menu and food displays.

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Business Insider/Jessica Tyler

There were only a few seats in the Dunkin’, but almost all were full.

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Business Insider/Jessica Tyler

One of the biggest changes rolling out in the Dunkin’ test is the addition of a tap system for cold drinks.

Remodeled Dunkin' Donuts stores have iced drinks on tap.

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Business Insider/Jessica Tyler

The cold drinks on tap include nitro cold brew, cold brew, original-blend coffee, dark-roast coffee, decaf, green tea, and iced tea.

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Business Insider/Jessica Tyler

I tried two drinks from the cold-beverage tap: the cold brew and the nitro cold brew.

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Business Insider/Jessica Tyler


The cold brew was great — it didn’t taste bitter but still was very strong. It was ice cold and super refreshing.

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Business Insider/Jessica Tyler

The nitro cold brew had a similar taste, but it was a little more bitter. It also wasn’t as cold as the regular cold brew, which was disappointing.

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Business Insider/Jessica Tyler

Besides the name change and new cold-beverage tap system, the changes were pretty minimal. The name change will be rolling out to all Dunkin’ locations by January.

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Business Insider/Jessica Tyler