Santa Monica might soon become the doughnut capital of Los Angeles.

Home to the popular and innovative DK’s Donuts & Bakery, Santa Monica will own the bragging rights for launching Southern California’s first traditional Dunkin’ Donuts shop when it opens Sept. 2.

Santa Monica franchisee Gary Haar said it was a “ho hum” occasion when he opened his last Dunkin’ shop in New Jersey. But ever since he threw up his “coming soon” banner for the first Los Angeles shop, the buzz has been palpable – with many fans stopping to take pictures of the signature orange and pink sign.

“It’s insanity,” Haar said of the anticipation for the Wilshire Boulevard store.

His Santa Monica-based Go West franchise firm plans to open 10 doughnut shops over the next eight years in West Los Angeles, including another shop in doughnut-hungry Santa Monica.

The shop is landing a mile from Mayly Tao’s DK’s, whose family-run Santa Monica Boulevard shop is known for its gourmet doughnuts.

“I wouldn’t say that I’m nervous,” Tao said of the powerhouse rival. “I’m hopeful long-standing regulars will stay with us and support the underdog.”

The Los Angeles opening represents an acceleration of Dunkin’s initial rollout plan in California. The first locations were expected in 2015, however, earlier this summer, Dunkin’ said shops in Downey, Long Beach, Santa Monica, Modesto and Whittier would open before the end of the year. The Modesto shop opens today.

Canton, Mass.-based Dunkin’ Brands operates 7,700 Dunkin’ Donuts in the U.S. Nearly 100 are in the works for the greater Los Angeles area. The locations are among 1,000 planned for California over the course of several years.

Since announcing its West Coast comeback, three other Dunkin’ venues have opened in San Diego, Camp Pendleton and Barstow. But those stores are considered nontraditional, opening inside a hotel, a tourist center and a military base.

The Santa Monica shop, dubbed a “full expression” store, will have commuter traffic visibility from its strip center location. It also will offer a broader menu familiar to East Coast transplants, Haar said.

Besides doughnuts, the menu features hot and iced coffee, lattes, frozen beverages, sandwiches, bagels, danishes, cookies and muffins.

Chain officials have said they plan to woo California consumers with value, breakfast variety, convenience and coffee.

“The intensity of doughnut competition in Los Angeles, and even California, is something we are really excited by,” said Steve Rafferty, senior director of franchising at Dunkin’ Brands. “It tells us this is a customer base that loves doughnuts.”

The first person in line in Santa Monica will get free coffee for one year, Dunkin’ said. The first 100 people will receive a tote bag filled with Dunkin’ merchandise. The store, at 1132 Wilshire Blvd., will open at 5 a.m. Sept. 2.

Contact the writer: nluna@ocregister.com