Dunkin' Donuts redesigns its stores for more inviting, relaxing feel

06/7/2013 | Bloomberg Businessweek

Dunkin' Donuts is undertaking a radical redesign of its stores in order to attract more business in the afternoon -- previously, "life finished" at 11 a.m. for the chain, according to CEO Nigel Travis. The atmosphere will be more like a Starbucks, with jazz music and a setting that encourages lingering rather than grab-and-go. "We haven't always been conducive to that relaxed environment. So soft seating, the ability to watch TV, to listen to appropriate music and just do things slightly slower than you would in the morning is what we think we've been missing," Travis said.

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