Dunkin Donuts to open ‘flagship store’ on Rue Neuve

It’s not the first Dunkin Donuts in Brussels, but it will be the biggest: the famous American chain of doughnuts and coffee is opening an outlet on Brussels’ busiest shopping street, Rue Neuve.

The chain opened its first Belgian outlet in Antwerp during the summer and followed it up with one in the Wijnegem shopping mall and one in Brussels-Midi station in September. It opened a second Antwerp location at the weekend and plans several more around the country in the coming months.

“We are delighted to be able to expand in Belgium,” says Dutch business executive Nabil Besali, who holds the franchise rights in the Netherlands and Belgium. “We think that the products really match what Belgian consumers are looking for. The outlets in Antwerp, Wijnegem and in Brussels South have been very successful, even in this difficult Covid period. So we have moved up the opening of this fifth outlet.”

The Rue Neuve location will open on 29 December. The first 100 people to order 12 donuts on the website will receive a box of six doughnuts for free every week for a year. The company is also offering free drinks to people who follow it on Instagram and download the app. The app also offers a number of discounts.

While all the Dunkin Donut outlets are closed per coronavirus regulations, they are open for both delivery and pick-up. The Rue Neuve location will be open 365 days a year from 7.00-23.00 (22.00 currently because of the curfew).