Nashua eatery is area’s flagship for rebranding
Goodbye, Dunkin’ Donuts. Hello, Dunkin’ – so much more than donuts.
The rebranded and renovated retail location now sporting bright pink-and-orange “Dunkin'” signage, on Amherst Street in Nashua, recently celebrated its grand re-opening after a two-week pause to launch a complete renovation.
The facelift and implementation of some customer-friendly innovations herald the realization that the long-standing enterprise that is “Dunkin’ Donuts,” a corporate family of some 8,500 restaurants nationwide, and another 3,200 worldwide is nowadays so much more than donuts.
Sandwiches, wraps, bakery and snacks, along with bagels, frozen drinks and iced coffee, sometimes spritzed with flavor shots or almond milk, share the spotlight. Donut fries are coming in July.
John Motta, a Nashuan since 1982, has been a Dunkin’ Donuts franchise holder for 38 years. He owns nine local shops and 20 in the Virginia Beach area. He recently said the Nashua Dunkin’ he purchased that year is now the area’s flagship for the rebranding. It is located across the street from the shopping complex landmarked by Whole Foods Market and AC Moore.
“We wanted to be one of the first in the country to do this transformation,” Motta said. “All the plans going forward for new locations are done to these new specifications.”
Motta cited the shop’s drive-thru as a steady attraction at the Dunkin’ restaurant. The building is adjacent to the shopping center housing the Aldi grocery store and other retailers. A previous DD without a drive-thru was demolished in 1999 to be replaced with today’s structure and its much appreciated drive-thru.
A new brewing system at Dunkin’ foregoes the need to brew one pot of coffee at a time. The new system produces triple the amount in one brewing. In addition, the 18 varieties of donuts, along with the Munchkins and muffins formerly shelved in racks behind the counter, are now displayed in glass cases up front.
Another amenity is a drink service featuring a row of long-handled taps reminiscent of those dispensing craft beers at some taverns. An upgraded espresso coffee machine now makes the drink “100 percent better than before,” according to Motta.
Tea service includes green tea, herbal tea and other selections.
Motta credited his staff for nurturing the shop’s legacy of satisfied customers. He described Joel DeLeon, of Nashua, the store’s general manager, as a hard worker whose challenges include a continuing need for additional employees, crew members to amply staff three shifts of the shop’s open hours, 4 a.m. to 10 p.m.
Dunkin’ Manager Bryce Scanlon, of Nashua, saluted the shop’s legion of dedicated patrons for the non-stop flow of traffic, coffee and tasty eats. He said, “We’re here for them – we’re fueled by positive energy – life is good.”
Customer Dan Jordan, an Army veteran and longtime Nashuan, and his wife, “Peg,” are among those pleased to see the grand re-opening, celebrated on Sunday, June 17. A visit by Dan on Monday, June 25, to get coffee and a donut was capped with a hug by crew member Sara Crowley, of Merrimack.
The pair have long supported Dunkin’ Donuts, founded in 1950 in Quincy, Massachusetts, by Bill Rosenberg and offered five years later as a franchise opportunity for other entrepreneurs.
We’ve been coming here for so many years,” Dan said. “I’ve watched some of these kids grow up, as Peg and I are almost seven-day-a-week customers.”