Beef Clasps Hands with Dunkin' Donuts for Breakfast

August 2, 2002

Beef producers will be breaking into the breakfast steak sandwich market by joining with Dunkin' Donuts on a promotion to introduce a steak, egg and cheese breakfast sandwich. The Dunkin' Donuts Steak, Egg and Cheese sandwich is made with a sandwich-style, marinated steak patty - a mix of chuck, round and sirloin - served with an egg and slice of American cheese on a freshly baked bagel. The sandwich will be available at breakfast or anytime.

Within the beef industry, this foodservice program is being coordinated on behalf of the Cattlemen's Beef Board (CBB) and state beef councils by the National Cattleman's Beef Association (NCBA). The beef industry is providing funding to augment the cost of producing promotional materials and to extend media coverage.

An eight-week promotion starting Aug. 15 includes dedicated television advertising spots and in-store point of purchase. Promotional materials will carry the "Beef Check" logo. "The new Steak, Egg and Cheese Sandwich helps establish steak as a breakfast item," said Oklahoma beef producer Lisa Hefner, chairman of the CBB/NCBA Joint Foodservice Committee. "Through the beef checkoff, producers are breaking new ground in a whole new segment of dining out."

The steak, egg and cheese sandwich will be a permanent addition to the Dunkin' Donuts breakfast sandwich family at participating shops in New England on Aug. 15 and nationwide this fall. The sandwich is available for a recommended retail price of $2.69.

"Dunkin' Donuts has enjoyed great success with breakfast sandwiches," said Ken Kimmel, vice president of Dunkin' Donuts Brand Concepts. "We have tripled our breakfast sandwich business since 1997, and are well-positioned for growth into the future."

To launch the sandwich, Dunkin' Donuts has signed a deal with New England Patriots quarterback and Super Bowl XXXVI Most Valuable Player Tom Brady to participate in a special product promotion scheduled to run from late summer through fall in the New England market.