SEOUL, Sept. 18 (Korea Bizwire) — Dunkin’ Donuts is moving away from its donuts and coffee staples at a new ‘concept store’ in the trendy Hongdae neighborhood, a move industry watchers see as a bold initiative to expand its presence in the South Korean market and appeal to a wider audience.
The South Korean unit of the American donut franchise has begun selling a number of unexpected items, including beer and finger food, at its new location in Hongdae as part of a temporary trial, according to the company on Monday.
In collaboration with craft beer startup Booth Brewing, the new store in one of the busiest districts in Seoul will trial sales of nine different kinds of beer, ranging from pale ale and red ale to stout.
To complement a wide range of beer choices, finger food including French fries, hash browns and maple bacon sticks will also be offered in an attempt to break away from the traditional image of the brand as a donut franchise.
Touched up with South Korean graphic artist Grafflex’s work, the store’s stylish interior design beckons not only donut lovers, but also beer enthusiasts.
Dunkin’ Donuts is expected to expand its sale of beer and finger food to other locations, depending on the performance of the new concept store in Hongdae.
Ashley Song (firstname.lastname@example.org)