Heo Hee-soo, president of Sangmidang Holdings, is accelerating brand innovation for Dunkin' through its premium project, Dunkin' Wonders. The company is focusing on developing differentiated products by combining its food research and development (R&D) capabilities with artificial intelligence (AI) technology, while also transforming store spaces and customer experiences.
According to Sangmidang Holdings, Heo is directly involved in the planning, store concept, and operational direction of the Dunkin' Wonders project. Dunkin', operated by B.R. Korea, opened 'Dunkin' Wonders Cheongdam' on Dosan-daero in Seoul last September, followed by the launch of 'Dunkin' Wonders Gangnam,' a revamped version of the existing 'Dunkin' Live Gangnam,' in December, expanding its premium store offerings.
The Wonders project is characterized by its reconfiguration of Dunkin's product and store operations to align with a premium concept. While maintaining its brand identity centered around donuts, the strategy aims to attract younger consumers through products utilizing new manufacturing technologies and distinctive spaces.
The first store, Dunkin' Wonders Cheongdam, is located in a bustling area of Seoul frequented by young consumers. It features a fully glass facade and an open two-story layout, creating a different atmosphere compared to traditional Dunkin' stores. Inside, it showcases art pieces made from donuts by renowned pop artist Kim Jae-yong, designed to allow customers to enjoy cultural content alongside their purchases.
The product lineup also differentiates itself from traditional Dunkin' offerings. Signature items include 'Wondernut,' '32 Layers,' and 'Puff.' The Wondernut is a cake donut that combines the density of pound cake with the moist texture of muffins. The 32 Layers features croissant dough stacked in 32 layers for a crispy yet flaky texture. Puff is a donut developed using Sangmidang Holdings' fermentation science technology, filled generously with a chewy dough.
In addition to donuts, the dessert and beverage offerings have been expanded. The introduction of soft serve ice cream 'Wonderscream' and the launch of 'Sparkling Coolatta,' a carbonated version of the popular Coolatta drink, are part of this expansion. The stores also feature an open kitchen where customers can observe the product preparation process. A 'Tasting Note' introduces the flavors and characteristics of each donut, while a 'Donut Curation Sheet' recommends products based on customer preferences.
Heo views the Wonders project as a key initiative to enhance Dunkin's long-term brand competitiveness. The plan is to diversify the product offerings beyond traditional donuts, expand into premium stores, and attract new customer segments. Following the openings in Cheongdam and Gangnam, the company is also exploring possibilities for domestic expansion and entry into international markets.
Heo stated, "Dunkin' Wonders is a technology-driven innovation project that combines Sangmidang Holdings' nearly 80 years of top-tier food R&D capabilities with the latest AI technology. Starting with 'Dunkin' Wonders Cheongdam,' we aim to provide customers with new tastes and brand experiences while considering nationwide expansion and entry into global markets."
* This article has been translated by AI.
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