Dunkin’ is launching its Beyond Meat breakfast sandwich nationally in November, two months ahead of schedule, after a highly successful test of the product this summer.
The buzzy new sandwich is a way for the chain to capitalize on growing consumer interest in plant-based proteins — and take up more space in the increasingly competitive breakfast segment.
Dunkin’ first introduced a breakfast sandwich featuring Beyond Meat’s meatless sausage in New York City this July. That test “exceeded our expectations,” Dunkin’ CEO Dave Hoffmann said in a statement [October 21]. The Beyond Sausage Sandwich is now the second best-selling item in Dunkin’s Manhattan stores, following the company’s bacon, egg and cheese bagel. Sales of the sandwich were more than twice as high as expected.
The enthusiastic customer reaction inspired Dunkin (DNKN)’ to speed up the national launch, which was previously scheduled for January. Over 9,000 Dunkin’ locations will serve the sandwich starting November 6.
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Barclays predicts the alternative meat sector could reach about $140 billion in sales over the next decade, capturing about 10% of the global meat industry. Jefferies predicts that by 2040, the alternative meat market could make $240 billion in annual revenue globally.
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