Dunkin’ Joins Rivals in Value Meal, Pumpkin Spice Wars

Dunkin’ on Wednesday announced the debut of its fall lineup along with a new “$6 Meal Deal,” joining fast-food and coffee rivals like Starbucks (SBUX) and McDonald’s (MCD) as the chains fight for value-seeking and pumpkin spice-desiring customers.

Dunkin’ said that customers will be able to get a medium coffee, hash browns, and a bacon, egg, and cheese sandwich for $6 “for a limited time,” joining McDonald’s, Starbucks, Wendy’s (WEN), and a number of other fast-food giants that have launched value-centric promotions in recent months as consumers have pulled back on discretionary spending in recent quarters.

Turning To Pumpkin Spice and Value To Boost Sales

Dunkin’s deal follows those of McDonald’s, Burger King of Restaurant Brands International (QSR), and Wendy’s, which each ran value-meal promotions in recent months, while Starbucks launched a “pairings menu” of deals. Executives from across the industry have acknowledged in recent earnings reports that higher-priced essentials have forced many consumers to lower their levels of discretionary spending.

McDonald’s said last month that its value meal had been successful, with nearly all of its franchisees voting in favor of extending the deal through August in the hopes that it would continue to drive sales.

Dunkin’s launch of its fall menu also comes just days after Starbucks announced the earliest-ever return of its own popular fall items like the pumpkin spice latte following disappointing sales results in recent quarters.

Dunkin’ no longer reports quarterly sales data since being acquired by Inspire Brands, the parent of Arby’s, Jimmy John’s, and more, for $11.3 billion in December 2020. Inspire says Dunkin’ generated $13.3 billion in sales for fiscal 2023.