Dunkin' Donuts will invest $100 million in a plan to roll out 50 test stores in the U.S. that will allow customers to get coffee via mobile ordering, The Wall Street Journal reported Aug. 31, citing Katherine Jaspon, CFO of the coffee-and-donut chain's parent Dunkin' Brands Group Inc.
The new store concept will include dedicated pickup areas, digital kiosks and expanded drive-through windows where mobile orders will be prioritized, according to the report.
More than $50 million will go to the concept stores' equipment while the rest will go to technology infrastructure and training, WSJ reported.
Jaspon told the newspaper that the chain is giving the cash to franchise owners of Dunkin' Donuts U.S. stores, as the company is "committed to [its] asset-light business model." Dunkin' will then track metrics like average weekly sales, digital-order data and drive-through data, to determine the impact of the new store format.
The first of the outlets opened in Quincy, Mass. this year, the report said.
The move comes at a time when restaurants like McDonald's Corp., Domino's Pizza Inc., Starbucks Corp. and Shake Shack Inc. try to improve store traffic by offering digital ordering services for on-the-go customers, WSJ added.