Dunkin’ Donuts has “refined and enhanced” its UK offer after slashing its store count from 22 to six in two years, MCA has learnt.
UK manager Jim Cavanagh said the business had tried to learn from its experience since launching in 2013, and now had a stronger platform for growth.
He said Dunkin’ had remodelled its Baker Street store, and had seen an uplift in sales and volumes, while making its doughnuts appear more indulgent, and introducing espresso coffee to meet the demands of UK consumers.
Cavanagh said he saw opportunities to open new stores in London, as well as northern hubs of Liverpool and Barnsley, in areas with available disposable incomes
He told MCA: “We have really tried to learn from what’s happened in the past, and have spent a lot of time redesigning and enhancing he concept to make sure we have a strong base for the future.
“We are now at the point we might start to see some modest growth, with two more sites this year.
“Hopefully we will then build some more momentum next year.”
On the specific remodelling at Baker Street, he added: “We have enhanced the look of the store, enhanced the menu, with more relevant beverages. Where we have put those enhancements in place, we have seen a consistency in sales, daypart mix and volumes.
“We have to make sure we are in the right place, and I’m not sure we necessarily always got that right.”