The coffee wars are heating up.
Well, actually cooling down, to be technical, as Dunkin' Donuts looks to iced coffee to up it's cool factor among millennials who tend to gravitate to Starbucks.
"I think people have always regarded us as being in the middle," said Nigel Travis, chairman and CEO of Dunkin' Brands.
But he wants to change that.
"Millennials love Cold Brew," Travis told CNBC's "Squawk Box" on Wednesday, referring to Cold Brew Coffee, launched nationwide at Dunkin' Donuts locations earlier this month.
Dunkin' Brands, which also owns Baskin-Robbins ice cream, is upping its technology game as well.
"Millennials love technology," Travis said. "We launched our app back in 2012. We've now got 5 million [DD Perks] members. It's probably the fastest-growing rewards program in the category."
Travis said the Baskin-Robbins app, launched just two weeks ago, "blew away our expectations," already beating year-one expectations.