Dunkin’ Donuts hinted in February that it planned to own a breakfast category it was already enjoying robust growth in. The company’s morning business accounts for about 60 percent of systemwide sales, has reported positive for Dunkin year-over-year, and increased sequentially each quarter in 2017. More specifically, in the fourth quarter, morning traffic was the best it’s been in two years, and breakfast sandwiches were being sold at the fastest clip in company history.
But just because Dunkin’ didn’t necessarily need to jolt this daypart didn’t mean it wasn’t going to. On Monday, the company launched a new tiered, national value menu built around $2, $3, or $5 price points.
Known as Dunkin’ Go2s, and available starting Monday (April 2) at participating units, the menu allows guests to pick from among three of the brand’s most popular breakfast sandwiches, and purchase two of their “go-to” favorites.
“Dunkin’ Donuts is committed to offering our guests quality products at compelling prices, and we are excited to introduce a new national value menu. Dunkin’ Go2s is focused on delivering more choices and great value for our most popular go-to breakfast sandwiches. Now guests can enjoy not one but two of their favorite breakfast sandwiches priced at $2, $3 or $5,” said Tony Weisman, chief marketing officer at Dunkin’ Donuts U.S.
Dunkin’s Go2s include, which are available all day, include:
Dunkin’ is launching the menu with plenty of creative behind it. Beginning April 9 and throughout the entire month, Dunkin’ will host a “Go-getters Go2 Dunkin’” contest. Fans can enter by sharing how they work hard to succeed each day. Each week, guests can nominate themselves as the ultimate go-getter, “such as the office go-getter, go-getter with a side hustle, a go-getter in the community, etc,” Dunkin’ explained, on Instagram using the hashtag #GoGetter and #contest. Dunkin’ will then select three winners to receive a customized trophy, along with a gift card to share a Go2 breakfast sandwich.
Additionally, Dunkin’ is giving guests free samples (3.5 ounce) of its Cold Brew coffee as part of a nationwide tasting event on April 6. Dunkin’s cold brew is crafted by hand in small batches, prepared by steeping a special blend of coffee in cold water for 12 hours.
“This longer process extracts a uniquely distinctive, inherently sweeter flavor from the beans reminiscent of dark chocolate,” Dunkin said.
Don’t expect Dunkin’ to take its foot off the value pedal, either. Dunkin’s so-called Dunkin’ Deals, which started with two egg and cheese Wake-Up Wraps for $2, are going live throughout the year. Dunkin’ will use these to ignite all dayparts, such as the medium hot or iced latte for $2 from 2 to 6 p.m. deal intended to target afternoon guests.
Dunkin’ also plans to unroll new breakfast sandwiches as well as bring back old favorites, like the Sweet Black Pepper Bacon Breakfast Sandwich. Dunkin’ has additional flavored bacon items on the way, as well as beverage changes to its premium tea and frozen beverage lines and more espresso products.
Dunkin’s tiered value menu is the latest to hit foodservice. Notably, McDonald’s launched a $1 $2 $3 Dollar Menu in January. The offerings replaced McDonald’s McPick 2 Menu. Guests can pick from breakfast, burger, chicken, and beverage options at the price points as follows:
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