Keeping customers caffeinated has always been a priority at Dunkin’. With a wide range of hot and iced coffees, the company is known just as much for its beverages as its doughnuts. A month after the announcement the company would be rebranded and known just as Dunkin’, it made another major announcement Wednesday—it’s breaking into the world of espresso.
Called “one of the most significant product initiatives in the brand’s recent history,” by Dunkin’, the chain revealed customers would be able to experience a new line of espresso beverages across the U.S. by the holiday season. To achieve this, Dunkin’ will be installing state-of-the-art espresso equipment in all stores and training employees on how to make handcrafted hot and iced espresso beverages—including cappuccinos and lattes—using Dunkin’s own signature espresso. The installation of new equipment will improve espresso bean extraction resulting in a stronger, more robust flavor profile of the espresso.
To celebrate the new line of beverages, Dunkin’ has designed new cups specifically for the espresso drinks. The new espresso cups will be bright orange with an exclamation point “!”, which the company says is a symbol of the new, bold, and exciting beverages.
“Espresso is one of the fastest growing coffee categories, particularly among younger consumers, and with our coffee credentials we believe we have a tremendous opportunity to improve our awareness and credibility among espresso drinkers,” said Tony Weisman, chief marketing officer, Dunkin’ U.S. “Our superior lineup of lattes, cappuccinos, Americanos and macchiatos will delight current customers and surprise new ones. Sipping will truly be believing when it comes to the new espresso experience at Dunkin’.”
With a $100 million investment earlier this year, Dunkin’s beverage rebrand has in the works for a while. More than half of that investment will be used on restaurant equipment allowing an accelerated plan for beverages with espresso being the main focus for the brand, the chain said.
“Relaunching espresso in our restaurants nationwide has been a tremendous undertaking, from installation of the new espresso machines, to the creation of the new, bolder taste profile, to the extensive employee training. This is a transformative initiative, and it would never have happened without the total alignment and support of our franchisees,” said Scott Murphy, chief operating officer, Dunkin’ U.S. “We are bringing America what we believe are the best, handcrafted espresso beverages in the marketplace, at a great value and all delivered at the speed of Dunkin’.”