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Dunkin’ Donuts has cut the ribbon on its first “Fresh Brew” concept store in Western New York.

The store model is designed to bring customers to return to the store after peak morning hours and get them to remain longer once they’re there.

The store, at 628 Main Road in Irving, has soft seating, additional USB and electrical outlets, a flat-screen TV and free Wi-Fi, as well as an inviting color and lighting scheme, hardwood floors and digital menu boards.

“The contemporary design provides greater comfort to our guests and improves the overall restaurant experience,” said Tim Cloe, the franchisee who owns 26 Dunkin’ Donuts restaurants locally.

The 2,400-square-foot store seats 20.

The second store of its kind in the region will open on Sweet Home Road near the University at Buffalo in January.

There are 46 Dunkin’ Donuts locations in Western New York.