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Dunkin’ Donuts Brings Home the Bacon, Ditches Bun, Turns Heads and Stomachs

Jun 7, 2013

Sometimes the proof is in the pudding. Other times it’s in the doughnuts – and the fried eggs and bacon that will soon come in all its artery-clogging goodness on a sliced sugary rounded pastry.

Mmmmmmm, hungry yet?
That’s what the fast-food chain Dunkin’ Donuts is saying as it unveils its Glazed Donut Breakfast Sandwich. The 360-calorie bun-less monstrosity follows in the footsteps of other successful sandwiches like KFC’s “Double Down,” which replaces bread with two giant pieces of fried chicken and Taco Bell’s recent launch of Doritos Locos Tacos, which as the name implies, replaces a standard Taco Bell hard shell with a giant Dorito – which it wants us to believe is crazy. Which it is.

Of course, there’s a lot to chew on here. And whether Dunkin’s move should turn heads (think: positive) or churn stomachs (read: negative) is up for debate.

On one hand, Dunkin’ is being daring by being blatant and transparent. No matter how many egg white options are added to the menu and no matter how many calorie counts are posted, Dunkin’ Donuts is not a health food brand. Nor is any fast-food chain for that matter. And no one is forcing consumers to make unhealthy purchases. They’re just providing increased culinary options goes one argument. But in light of America’s and the world’s ongoing obesity epidemic – according to the British medical journal The Lancet, obesity is a bigger health crisis than starvation – a campaign this brazen feels more like going down with a sinking ship.

In other words, since we’re all going to eat ourselves to death anyway, why not enjoy the party? As I used to say as a young child before each meal, two four six eight, tuck in, don’t wait!

In order to be successful and not perceived as gluttons for….gluttony, Dunkin’ will have to carefully calibrate its PR message, poking fun at its own campaign, but also knowing when to be serious, stressing healthier options.

So tell me know what you think. Is Dunkin’s move a PR slam dunk? Or has the brand’s bottom line sacrificed all of our waistlines?

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