by Nancy Luna
The Irvine firm that opened the first Dunkin’ Donuts in Orange County is opening another location Sept. 1 in Tustin.
Precision Hospitality & Development is opening a doughnut shop with a drive-through at the new development Tustin Legacy.
The 250,000-square-feet development, at the corner of Edinger Avenue and Kensington Park Drive, is not slated to officially open until October. The center will be anchored by a mix of office and retail including Stater Bros. Market and urgent care clinic, The Hoag Health Center.
The Tustin Dunkin’ Donuts, at 15190 Kensington Drive, will be open seven days a week from 4:30 a.m. to 10 p.m.
The opening comes as Dunkin’ Donuts has re-emphasized its California strategy: sell coffee.
In late July, top executives revealed a plan to open a new Pasadena store using a marquee that refers to the brand simply as Dunkin’. The use of “Donuts” has been hacked off to push coffee sales.
“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as “Dunkin’,” the company said in a statement.
The chain said the shortened name is not a stretch as the brand refers to itself as Dunkin’ in its advertising slogan, “America Runs on Dunkin.'”
The signage will be part of some new openings; however, on Wednesday, a company representative said “the Tustin location will not have the new Dunkin’ signage.”
When the doughnut giant began its march out West in 2014, the company said it planned to open 1,000 locations in California. At the time, more than 80 were in the works for the greater Los Angeles area. So far, the chain has opened 36 locations in Southern California. Of those, eight are in Orange County: Laguna Hills, Villa Park, Westminster, Fountain Valley, Yorba Linda, Foothill Ranch, Garden Grove (inside the Great Wolf Lodge), and Santa Ana.
Precision Hospitality opened the first Dunkin’ in Orange County in Laguna Hills in April 2015. On Sept. 2, the Tustin store will host its grand opening ceremony. The first 250 paying customers, both in the store and the first 250 at the drive-through, will receive a free Dunkin’ Donuts refillable travel cup.