(Photo courtesy mashed.com)
Dunkin’ is slowly but surely “fancy-fying” itself. The chain has eliminated their styrofoam cups and installed shiny new coffee brewing equipment at every cafe.
The next step in Dunkin’s glow up? The chain is ditching its gas station locations.
Dunkin’ plans to close 450 locations in Speedway gas stations by the end of the year. “By exiting these sites, we are confident we will be better positioned to serve these trade areas with Dunkin’s newest Next Generation restaurant design that offers a broader menu and modern experience,” said a Dunkin’ spokesperson.
Why, you ask? Dunkin’ is working in their brand perception.
- Brand perception is what customers believe a product or service represents
Dunkin’ can charge more $$$ for specialty coffee drinks paired with vegan sandwiches than it can for black coffee and glazed donuts. They’re focusing on making specialty drink their specialty so that they can rake in some more cash.
Dunkin’s Speedway locations make up less than 1% of Dunkin’s sales, but have a pretty big impact on its brand perception. As part of Dunkin’s glow up, its gas station locations are being kicked to the curb.
Hopefully, this move will be a slam Dunkin’ for the chain.