Dunkin’ steps up value competition in the US with $6 Meal Deal

Dunkin’ said its promotional $6 Meal Deal ‘offers ‘exceptional value’ | Photo credit: Jen Causing

Massachusetts-based Dunkin’ is the latest US quick-service brand to launch a value menu as consumers continue to cut back on discretionary spending amid the high cost of living.
 

Dunkin’, which operates 9,600 stores across the US, said its promotional $6 Meal Deal ‘offers ‘exceptional value’. The deal includes a bacon, egg, and cheese sandwich, hash browns and a medium filter coffee but excludes espresso-based and cold brew beverages. 

In a press release Dunkin’ said the autumn menu promotion would be available for a limited time. 

The move comes three months after branded coffee shop market leader Starbucks introduced its own value-focused menu to appeal to budget-conscious consumers and improve footfall across its 16,700 US stores. 

In May 2024, then Starbucks CEO Laxman Narasimhan said many US consumers were ‘being more exacting about where and how they choose to spend their money’. 

The coffee chain’s ‘Pairing Menu’ offers customers a tall beverage with a croissant for $5 or with a breakfast sandwich for either $6 or $7, depending on the item. In comparison, many Starbucks beverages now cost up to $6 alone. 

Seattle-based Starbucks reported successive 2% and 3% like-for-like sales declines across its 16,700 US stores over the last two quarters, with total transactions 7% and 6% year-on-year. 

Highlighting a wider trend in the US as consumers continue to face high inflation and cut back on spending, US QSR chains McDonald’s, Burger King, Wendy’s and Taco Bell have all introduced value menus over the last six months.  

In July 2024, McDonald’s USA CEO Joe Erlinger said the fast-food giant’s $5 meal deal had exceeded expectations and helped the chain win back price sensitive customers.  

“We've seen a lot of enthusiasm, and the number of $5 meal deals sold are above expectations. Trial rates of the deal are highest amongst lower income consumers and sentiment towards the brand around value and affordability has begun to shift positively,” Erlinger said in a second quarter earnings call.