Dunkin' Booming... Late-Night Delivery and Pickup Show Strong Effects

Dunkin Tonight. Photo by Dunkin

[Asia Economy Reporter Moon Hyewon] Dunkin' is reaping significant sales growth effects from its late-night delivery and pickup services introduced in response to the COVID-19 era.

According to Dunkin' on the 17th, the number of orders received through Dunkin's 'Drive Pickup' last month more than doubled compared to the previous month.

Drive Pickup is a service that allows mobile pre-ordering followed by vehicle pickup. When filling out the order form, customers enter their vehicle information (color and license plate number), set the expected arrival time, and then stop at a designated spot at each store. By pressing 'Arrival Notification' in the Happy Order application (app), a Dunkin' employee delivers the product directly to the customer's vehicle. This differs from the traditional 'Drive-Thru' method, where users must drive and wait in long lines for ordering, payment, and product receipt, saving waiting time and minimizing contact with others.

The service is currently available at about 300 stores including Dunkin' City Hall Station, Seolleung Station, and Gangnam-daero locations. Dunkin' plans to expand the number of stores offering this service, encouraged by positive customer responses.

Dunkin' is also focusing on late-night delivery services for the rapidly growing home drinking and solo drinking population during the COVID-19 era. According to the delivery agency Barogo, as of December last year, Barogo's total delivery volume increased by 156.7% compared to the same period the previous year, reaching 16.7 million deliveries, with late-night deliveries between midnight and 6 a.m. increasing by 142%.

In line with these changes, Dunkin' introduced 'Dunkin' Tonight' and 24-hour delivery and pickup services in February. Dunkin' Tonight is a delivery and takeout-specialized menu launched under the concept 'Dunkin’ is Enough.' It offers a total of five set menus including 'Kielbasa Sausage Burger,' 'Nashville Chicken Burger,' 'Boneless Chicken Tender,' and 'Spoonable Tteokbokki Donut,' which pair well with beer. All delivery-exclusive menu items are made directly in stores.

Dunkin' operates late-night delivery and pickup services at 12 stores with high delivery usage, including Gangnam Main Branch, Gangbuk District Office Intersection, Seolleung Station, Sangnoksu Station, Yeonsinnae, and Hwagok Station locations.

Meanwhile, Dunkin's total sales in the first half of this year increased by 11% compared to the same period last year, thanks to efforts to strengthen non-face-to-face services. During the same period, Dunkin's donut sales grew by more than 20%, showing the highest growth rate among all products.

This content was produced with the assistance of AI translation services.