Nashua eatery is area’s flagship for rebranding

Photo by LORETTA JACKSON Dunkin’ crew members Lydia Mathson and Miguel Rodriguez, both of Nashua, welcome customers to the newly redesigned and renovated Dunkin’ restaurant on Amherst Street in Nashua that now sports bright, new, pink-and-orange signage indicating that the franchised restaurant, owned by longtime restaurateur John Motta, of Nashua, now offers high-tech conveniences and serves a multitude of tasty edibles and beverages, along with its signature offering of 18 varieties of donuts.

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.

Photo by LORETTA JACKSON John Motta, owner of the newly rebranded and renovated Dunkin’ restaurant on Amherst Street in Nashua, serves up a beverage from a series of craft-brewery-style taps that provide Dunkin decaf, dark roast, original blend, cold brew, nitro and green tea, a popular amenity among many others at the next-generation franchise formerly named Dunkin’ Donuts, a moniker modernized as menu selections and customer conveniences have expanded.

“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.

Photo by LORETTA JACKSON Dunkin’ crew member Eddie Masse, of Nashua, mans the drive-thru window after the grand re-opening of the newly named Dunkin’ restaurant on Amherst Street in Nashua. The next-generation modernization, according to online news from Dave Hoffmann, president of Dunkin Donuts U.S. and Canada, boosts Dunkin’ Donuts’ growth as an “on-the-go, beverage-led brand” that is now enhanced with an array of customer conveniences yet remains true to the heritage of Dunkin’ Donuts, founded in 1950.

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.”

Photo by LORETTA JACKSON Bryce Scanlon, manager of the newly redesigned Dunkin’ store on Amherst Street in Nashua, displays some of the 18 varieties of donuts that remained customer favorites as the restaurant increased its menu to much more than donuts and added sandwiches, wraps, bakery and snacks, along with bagels, frozen drinks, espresso and many other items that prompted a name change from Dunkin’ Donuts to Dunkin’.

Photo by LORETTA JACKSON Dunkin’ crew member Bryan Li completes the purchase of a coffee and donut by Nashua’s Dan Jordan, an Army veteran and longtime patron of the newly rebranded and renovated restaurant on Amherst Street, who with his wife “Peg” visits there nearly daily, a practice he said has deemed them “almost seven-day-a-week customers” of the former Dunkin’ Donuts shop and, now, of the newly named Dunkin’ restaurant.