Some of that process is underway with the opening of a new location in the University of Minnesota-adjacent Stadium Village. The new two-story coffee hub is set to open at 808 Washington Ave. SE on Oct. 28.

"This refreshed aesthetic marks the beginning of the brand's evolution, strategically crafted to appeal to a broader, more diverse audience while preserving the inviting ambiance that has long been its signature," it said in its announcement.

However, the company hasn't shared exactly what that refresh will look like, only offering a bit of vague marketing lingo that promises a "modernized interior that reflects the University's energy and youthful appeal." The overall revamp will capture "the Gen Z essence with a decorative accent wall to anchor the enhanced space," which it hopes will "appeal to a broader, more diverse audience."

Echoing the focus on design that looks to a younger generation, Dunn Brothers president Scott Harvey called the new location a "fantastic opportunity to solidify a long-term fan base because the students are our future."

The café chain currently has 50 locations spread across seven states. The Stadium Village shop will be its 27th in Minnesota.