Strategic advice for the food and beverage industry

Dunkin’ into the protein trend

If you are a brand that is synonymous with sugar-rich, high-carb indulgent bakery products you can respond to shifting consumer trends either by doubling-down on sweet indulgence or you can reinvent yourself. American fast food giant Dunkin’ Donuts has chosen the reinvention road.

Dunkin’ Donuts is side-stepping sugar concerns and making a connection to the protein trend with its newest launch, which debuted in early October.

The All You Can Meat sandwich is a breakfast option which includes all of Dunkin’ Donuts breakfast meats – and delivers a whopping 31 grams of protein per sandwich.  Protein-motivated consumers often worry less about fat than traditional consumers – which is just as well, as the sandwich also contains 56 grams of fat.

Featuring two strips of bacon, two slices of ham and one sausage patty, it is served with egg and American cheese on an oven-toasted croissant.

The All You Can Meat sandwich provides two key needs that consumers are looking for in breakfast foods – long-lasting energy and something that keeps you feeling full for a long time. The 800 calorie sandwich is repeatedly described as “hearty” and at $4.49 per sandwich, it is likely to sustain you longer than a $0.99 donut.

The All You Can Meat sandwich also saves consumers from what many – particularly Millennials – despise: compromising. In a world of ‘create your own’, ‘mix and match’ and ‘unlimited toppings’, consumers are simply not used to having to choose between one option or the other; they want to have it all. And with the All You Can Meat sandwich containing bacon, ham, sausage and egg, they can. Dunkin Donuts hint at this themselves when promoting the product: No longer must ordering a breakfast sandwich force a furious compromise over which one and only one classic meat to enjoy”.

The launch of All You Can Meat comes shortly after Dunkin’ Donuts revealed that in January 2019, they will be changing their name and dropping the ‘Donuts’ part to become known as simply ‘Dunkin’. Might this be the first of many steps in the chain’s change of identity, from a sugar and carbs indulgence brand to something else?

By Mikaela Lindén

Posted in Editorial

Comments are currently closed.