10-11 Sign Too Big, Rules City Planning Office

10-11 reykjavík

The City Planning Office of Reykjavík has ruled against the new sign at the 10-11 convenience store’s location at Austurstræti 17.

The new sign in question was deemed to be larger than guidelines allow, in addition to not taking its surroundings into consideration and being a “nuisance” to neighbouring establishments. Several complaints are also stated to have been lodged against the sign.

10-11 reykjavík
The previous sign on Austurstræti – Facebook

The convenience store had a large sign for some years, but it came out in a report on the matter that 10-11 had never applied for the appropriate permit at the time. Now, in the matter of the new LED sign, 10-11 was found to also have neglected the proper application channels.

According to the City Planning Office, signs in downtown Reykjavík should generally consist of single letters, their size limited to four square metres. The new sign, at 32 square metres, far exceeds these regulations.

Guidelines also recommend that signs in this area of downtown “take into account the proportions, look, and feel of the area.”

The City Planning Office of Reykjavík’s decision on the matter can be read here.


Iceland Did Not Go Nuts for Dunkin’ Donuts

Dunkin' Donuts in Iceland.

All four Dunkin’ Donuts locations in Iceland have now been closed, RÚV reports. According to Sigurður Karlsson, the CEO of Basko, ehf. – the company which also owns and operates Iceland’s 10-11 convenience store chain – the shuttering comes as a result of high operational costs. “It’s a disappointment, of course, but not everything you try is going to work out.” Some employees would be laid off, he said, while others would be transferred to new positions elsewhere within the company.

Dunkin’ Donuts had four locations in Iceland: one in Reykjavík’s Kringlan shopping mall, one in a 10-11 in Kópavogur, one in Reykjanesbær, and another in the Keflavík airport. All four closed on New Year’s. The chain’s first location in the country opened in summer of 2015 on Reykjavík’s main street, Laugavegur, but closed on November 1, 2017.

“The reception was good at the beginning,” remarked Sigurður, but even with selling their brand name doughnuts to other stores around Iceland (bringing the total number of Dunkin’ Doughnuts-selling locations to 11), “high labor costs, operational costs, and production costs” were, he concluded, too high to sustain the venture.

Sigurður notes that the Dunkin’ Donuts’ difficulties are not restricted to Iceland. The chain has also had problems making inroads all over Europe, with the number of locations in Denmark having been reduced and all locations in Sweden having closed as well.