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Dunkin’ introduces a $6 value meal and its 2024 Pumpkin Spice lineup, featuring significant discounts and new seasonal drinks. With up to 42% savings, this fall promotion could drive traffic as customers seek out these limited-time offers.
Dunkin’ Delivers Big Savings with $6 Value Meal, Aims to Capture Fall Traffic with New Pumpkin Spice Offerings
Dunkin's new value meal and Pumpkin Spice offerings have the potential to impact customer traffic and sales significantly. The value meal could be a significant traffic booster if perceived as a substantial discount. To assess its value, Restaurant Dive compared the cost of the value meal with the prices of ordering the same items separately at a suburban Dunkin' location in Connecticut.
For example, a medium iced coffee, a bacon egg and cheese sandwich, and hash browns purchased separately cost $10.37 before tax. In contrast, the $6 meal offers a discount of approximately 42%. If a hot coffee is chosen instead, the separate items cost $9.77, reflecting a discount of around 39%.
These attractive and competitive discounts position Dunkin favorably in the market. KFC's recent expansion of its limited-time value meal provides discounts ranging from 11% to 37%. Similarly, Wendy's, which has focused on breakfast as a key traffic driver in recent years, offers a 2-for-$3 deal that includes hot coffee, sandwiches, and small potato wedges.
While Discounts Aren't a Cure-All, Dunkin’ Bets on Pumpkin Spice to Boost Fall Sales
It’s important to note that offering discounts is only sometimes a guaranteed solution to declining traffic. KFC's initial value meal, launched in April, did not prevent further traffic losses, and McDonald's has experienced declining sales despite its discount offerings. It is crucial to keep this cautionary note in mind.
Beyond the value menu, Dunkin' is also introducing its highly anticipated Pumpkin Spice offerings. Dunkin's 2024 Pumpkin Spice debut comes 12 days later than in 2023 when the chain launched its fall beverages on the third Wednesday of August. Along with returning pumpkin-flavored baked goods and other fall-themed items, Dunkin's fall limited-time offer includes two new drinks: the Dunkalatte, which blends coffee milk and espresso, and the Almond Spice coffee, which combines almond and pumpkin flavors.
