NJ Transit announced the grand reopening of the newly renovated Dunkin’ Donuts and Faber News in the Main Concourse of Secaucus Junction Station on Feb. 10.
This is a part of NJ Transit’s efforts to increase non-farebox revenue and bring in money from other sources. Non-farebox revenue is any revenue made by NJ Transit that excludes fares paid by passengers.
The lease agreement will provide more than $3.4 million in non-farebox revenue to NJ Transit over the course of eight years.
While providing an additional revenue stream, NJ Transit said the upgraded retail space gives customers the opportunity to continue to enjoy the convenience of nationally recognized brands in Secaucus Junction Station.
Approximately $792,000 in improvements were made to the retail location.
According to NJ Transit, the upgraded store features a new modern look. Now the coffee shop and newsstand will offer a seating area for dining in addition to new expanded hours of operation.
The retail services, which share one storefront, underwent an extensive renovation that included expanding the store by more than 1,000 square feet.
NJ Transit said the remodel aims to create an attractive open concept layout, making it easier and more efficient for customers to navigate.
According to NJ Transit, the space’s modern design also brings new technologies, such as an innovative beverage tap system, which will serve drinks such as Dunkin’s nitro cold brew coffee.
The store’s newly expanded hours are 5 a.m. to 10 p.m. Monday through Friday. Weekend hours are from 7 a.m. to 10 p.m.
An increase in non-farebox revenue
This seems to be part of NJ Transit’s ongoing effort to bring in more non-farebox revenue in its stations.
NJ Transit’s Board of Directors approved the lease of more than 1,000 square feet of retail space in Newark Penn Station to Starbucks Corporation in Aug. of 2018.
NJ Transit opened the Starbucks in the Main Concourse on Jan. 22.
The Starbucks aims to bring specialty coffees and foods to its rail, bus, and light rail customers, NJ Transit said.
Kevin Corbett is the CEO and President of NJ Transit. According to Corbett, these non-farebox sources of revenue are key in securing funding for NJ Transit.
“Non-farebox revenue generating opportunities like this are critical to securing the funding to put NJ TRANSIT back into national prominence while keeping ticket prices stable,” Corbett said.
NJ Transit said that the agreement will provide more than $1.6 million in non-farebox revenue to NJ TRANSIT over the 10-year lease.
According to NJ Transit, individuals or corporations interested in partnering with NJ Transit’s retail programs can visit its website for more information.
According to the press release, NJ Transit is the nation’s largest statewide public transportation system providing more than 925,000 weekday trips on 253 bus routes, three light rail lines, 12 commuter rail lines and through Access Link paratransit service.
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