Seoul | Dunkin’ Donuts stores are generally not places that invite customers to linger, let alone offer retail experiences. A flagship store of the donut chain in Seoul proves the opposite – great customer experiences surrounding the sticky-sweet pastry. An invidis site inspection
Koreans love coffee – Starbucks alone operates 1,600 restaurants in South Korea – and obviously donuts (almost 1,000 Dunkin’ Donuts locations). And not just since today – ten years ago, Dunkin and Cheil (a Samsung subsidiary) surprised the advertising world with a campaign that won an award in Cannes. The creative team at Cheil sprayed the scent of coffee on public buses from specially installed scent dispensers whenever a Dunkin’ Donuts radio spot was played on the bus. The campaign prompted passengers to get off the bus and head to the nearest Dunkin’ Donuts location. Sales at Dunkin’ Donuts bus stop locations increased 29 percent during the campaign period.
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Ten years later, Dunkin’ in South Korea is focusing on retail experiences with feel-good architecture, an elaborate LED wall at the entrance and creative digital signage menu boards. A glass kitchen makes it possible to watch the employees preparing food. Anyone who knows the often dreary Dunkin’ branches with stale filter coffee from North America or European train stations rubs their eyes in disbelief.
The installation of the displays, which hang from the ceiling on colored plastic clips on a round rod, is particularly clever. Maybe the next award-winning idea from Korean-based Dunkin’ Donuts.
