Foodservice Market Maneuvers: Dunkin' breaks new breakfast ground
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. Customers also can 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.
Officials said the new product – available nationwide through mid-July – coincides with a new advertising and marketing campaign with 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.