Dunkin’ Donuts: a tribute to efficient design
In a city where the coffee standard is strictly fair trade, organically grown, and ethically sourced, Dunkin Donuts retains the impression of a high school dropout when it comes to quality coffee. Dunkin’s 2 star rating on Yelp reflects it’s reputation among Boulderites. Along with McDonald’s, Taco Bell, Burger King, and iHop, Dunkin Donuts is located on 28th street in central Boulder — the designated spot for fast food in a fast food shaming county. I have always been interested in the design and efficiency of chain restaurants, so over the course of three days I did an impromptu ethnography of Dunkin. What I found was a brilliant example of efficient, user centered design.
I began by analyzing the use of space based on observed interactions and design cues.
The intent of DD is efficiency. The design of the space shows a deep understanding of the needs of their customers. There is a clear path from the door to the counter for lines that does not impede on the working/eating areas they provide. They have a drive through that helps keep the inside less crowded while also offering minimum wait time for those who want their coffee as quick as possible. There is also an option for mobile ordering through the DD app that allows customers to pay ahead and skip the line. There is a place for every type of customer. On the go — drive thru. Need to sit and study? There are desks and tables. Want to relax and enjoy a donut? Have a seat in the lounge chairs and coffee tables, and there’s a TV in the corner. Plus Dunkin offers free parking — a rarity around Pearl street.
The design of Dunkin Donuts can be summarized in two words: all inclusive. No customer is left out. At any time of the day students are there studying, adults working, seniors enjoying breakfast, or a mom is treating her kids to a sugary snack. There is a good mix of people eating in and doing work as well as carry out. Unlike many other coffee shops in Boulder, the flow of people standing in line and waiting for their order never impedes on those working or enjoying their food in the lounge. In fact there is a glass wall along the edge of the lounge area that ensures minimal noise levels from those waiting in line.
A lot of customers are regulars, meaning no decision making at the register already know what they are going to get. Most were in a good mood at Dunkin and were very polite to the cashier, I heard lots of “please and “thank you’s”. This is a testament to the staff who work hard to bring a consistent experience for their visitors, as well as a successful brand image.
There was only thing I noticed that did not work in the design. Customers sitting in the lounge areas often did not hear their order when it was called and at least two customers left and then came back to retrieve the rest of their order. There needs to be a better way to call out orders when they are ready. The walls that block off the areas make it difficult to hear/see the pickup counter. My solution to this is to hand out order numbers that are displayed on a screen that can be seen from the lounge and work areas.
Overall, I was extremely impressed with the design of Dunkin’s space as well the teamwork of the staff, and I strongly disagree with Yelp’s 2 star rating. DD created an efficient environment that has a solution for the needs of every customer that walks through those pink and purple doors.
