[Exclusive] Dunkin's 30th Anniversary, Launching Premium Label 'Dunkin Wonders'

Flagship Store Cheongdam Branch Scheduled to Open in July
Product Differentiation with Handmade Donuts Made from Selected Ingredients
"We Will Take on Challenges Not Attempted by Existing Dunkin'"

Dunkin is launching a premium handmade donut label, 'Dunkin Wonders,' 30 years after entering the Korean market. The goal is to sell high-quality products that will lead the market based on carefully selected ingredients and innovative capabilities. Dunkin Wonders is expected to gradually expand, starting with the opening of its first flagship store in Gangnam this summer.

According to the distribution industry on the 30th, Dunkin, operated by SPC Group's BR Korea, will open Dunkin Wonders Cheongdam branch on Dosan-daero, Gangnam-gu, Seoul, in July. It is located right next to Shake Shack Cheongdam branch, a premium burger brand operated by SPC.

Dunkin Wonders No.1 Flagship Store Cheongdam Branch
Photo by Im Onyu

Dunkin Wonders is the first premium label introduced by Dunkin in 30 years since its entry into Korea in 1994. Although there have been premium stores like 'Dunkin Live Gangnam,' this is the first time a new label has been introduced, similar to the relationship between Starbucks and Starbucks Reserve.

The concept of Dunkin Wonders is 'Dunkin's new challenge for a more amazing taste.' Handmade donuts and other products, which have never been attempted in existing Dunkin stores, will be developed and sold by blending decades of accumulated innovation capabilities with carefully selected raw materials.

A similar example is 'Workshop by Baskin-Robbins,' introduced by SPC Baskin-Robbins in Dogok-dong, Gangnam-gu, Seoul, last March. This store serves as an experimental space showcasing next-generation product research and development capabilities such as artificial intelligence (AI), and it analyzes market reactions by launching innovative products first.

An SPC official said, "We have taken the first step to introduce a new label like Dunkin Wonders to lead brand innovation with more premium products," adding, "We plan to open the first flagship store in July or August, observe market reactions, and gradually expand."

The business environment has deteriorated due to the sharp rise in raw material prices such as milk and chocolate, which are key ingredients for ice cream and donuts, and the decline in the child population, the main consumer group. Therefore, it is a time when profitability improvement is needed for Baskin-Robbins and Dunkin.