In sync with dropping “Donuts” from its name, Dunkin’s breakfast menu seems to be moving in a healthier direction. Earlier this year, the chain launched its new Power Breakfast Sandwich, an LTO that “sets the table to offer healthier items,” says Mike Brazis, director of culinary innovation for Dunkin’. “Our Consumer Insights Team wanted equity in a better-for-you platform, knowing that we had a latent group of customers waiting for it.”
Protein is the power behind the sandwich: It has a full 24 grams in each serving, thanks to a veggie egg white omelet layered with a turkey sausage patty and cheese. Some of the components were already in-house, while others were developed or upgraded for the LTO, says Brazis. Execution was similar to Dunkin’s other breakfast sandwiches, so the launch happened relatively fast. “We’re challenged to move quickly to adapt to consumer needs,” he says. “We no longer have the timelines we had five years ago, but we do a lot of work [on trends] in pencil before going to pen.”