The two-storey Dunkin’ Wonders bakery-café in Cheongdam-dong, Seoul | Photo credit: SPC Group

South Korean Dunkin’ licensee SPC Group has unveiled a new premiumised Dunkin’ store concept in Cheongdam-dong, Seoul.

The two-storey Dunkin’ Wonders flagship café features an updated store design, including an open kitchen producing hand-made doughnuts and sofa seating areas. A revamped food and beverage menu also focuses on lower sugar products and a premium coffee range.  
 

The concept has been launched as SPC Group marks 30-years of franchising Dunkin in Korea.  

The Paris Baguette-owner opened Korea’s first Dunkin’ Donuts, store in 1994 in Seoul’s Itaewon neighbourhood and now operates 900 licensed outlets via subsidiary BR Korea. 

Speaking to reporters, SPC Vice President Heo Hee-soo said the new concept would focus on healthier options, with Dunkin’ Wonder doughnuts containing 30% fewer calories and up to 90% less sugar than standard Dunkin’ ranges. 

“The team focused on creating and mixing different flours that would best fit each doughnuts preferred texture and absorb less oil as well as create sweetness with sugar substitutes,” Heo said. 

Other novel menu items include a range of doughnut recipes created by generative AI, including liqueur or bourbon-flavoured fillings. Premium beverages exclusive to Dunkin’ Wonders include single origin Colombia Papayo drip coffee and a new coconut milk latte. 

SPC Group plans to open five or six Dunkin’ Wonder stores over the next two-to-three years, with existing Dunkin’ stores Gangnam and Busan set for an upgrade in November 2024. 

“The value of the Wonders experience does not end with this store but is passed on to franchisees through the establishment of a system that will allow it to continue. Today is the starting point for Dunkin’ to leap forward as a company that can surprise customers,” Heo added. 

The revamped Dunkin’ stores align the US-based brand more closely with SPC Group’s other premium bakery chains, including Paris Baguette, which has 3,750 stores across South Korea, as well as premium bakery-café chain TOUS les JOURS, which operates 1,300 outlets in the country. 

However, Dunkin Wonder is not the first time SPC Group has upgraded its Dunkin franchise stores with premium elements. The food and beverage conglomerate opened a Dunkin’ Live outlet in Gangnam in 2021, retrofitted with sofas and modern artwork, as well as an open kitchen. The group’s refurbished Busan Station Ramada store reopened in May 2024 using generative AI to suggest coffee and doughnut pairings.  
 

Founded in Seoul in 1945, SPC Group’s licensed food and beverage portfolio also includes the Baskin Robbins ice cream chain, premium Italian coffee chain Caffè Pascucci and US fast-casual restaurant chain Shake Shack. 

Inspire Brands-owned Dunkin’ has more than 13,700 outlets in 40 markets globally, includng more than 9,600 locations in the US, predominantly operated through franchise partners.