Industry News | June 8, 2009

Dunkin' Debuts 99 Cent Breakfast Wrap

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This summer, Dunkin' Donuts wants Americans to take a bite out of breakfast without taking a bite out of their budget.

Dunkin' Donuts unveiled the new Wake-up Wrap, the company's first product created specifically to provide customers with a delicious breakfast at a price under a dollar. Wake-up Wrap will be available today through mid-July at participating Dunkin' Donuts shops throughout the country.

The Wake-up Wrap is for value-conscious, on-the-go consumers who want a fast, freshly-prepared breakfast option in a smaller portion size and with fewer calories than the usual breakfast sandwich.

Available for only 99 cents, the Wake-up Wrap features a five-inch round tortilla served oven-toasted with a half scrambled egg and a slice of American cheese. This is the first sandwich at Dunkin' Donuts to feature a tortilla. Customers can also add a slice of cherrywood smoked bacon for only 30 cents more. The egg and cheese Wake-up Wrap has less than 200 calories and is listed on Dunkin' Donuts' DDSMART menu of better-for-you foods and beverages.

The launch of Wake-up Wrap coincides with the launch this week of an innovative new advertising and marketing campaign developed by Hill Holliday and driven by the slogan, "Breakfast NOT Brokefast." The campaign declares that in these challenging times, a fast and delicious breakfast needn't cost Americans more than pocket change. In addition to national television and radio commercials, Dunkin' Donuts has taken the groundbreaking step of placing display advertisements at prominent public fountains in New York, Chicago and Boston. The displays feature legs sticking up from the water, along with signs reminding passersby, "Please Do Not Remove Change for 99¢ Items at Dunkin' Donuts."