Dunkin' Donuts offers afternoon lattes at 99 cents
Canton-based Dunkin' Donuts will begin offering small lattes for 99 cents during the afternoon hours today as part of a new push to entice cash-strapped consumers to take a late-day coffee break.
The lattes will be sold for the lower price Monday through Friday from 2 p.m. to 5 p.m. The regular suggested retail price of a small latte is between $2.59 and $2.79 in most of the company's core markets although the price depends on the region of the country.
The company is also selling an egg and cheese sandwich for 99 cents with the purchase of a medium or larger hot coffee. The egg and cheese sandwich typically sells for about $2. That deal will be offered all day.
Both deals last through Nov. 11.
"Recognizing that our economy is getting really tough," said Frances Allen, brand marketing officer, "it's time to take a little bit of the pressure off."
The deal follows a recent promotion from competitor Starbucks Corp. in which consumers were able to get any iced beverage for $2 after 2 p.m. with a receipt from earlier in the day.
Michelle Gass, senior vice president of marketing at Starbucks, said last week that the promotion was a success and helped add to the company's afternoon sales. Starbucks has been trying to boost traffic during the afternoon hours -- a period where fewer consumers have been spending cash for a caffeine-fueled pick-me-up.
Allen said she also expects the value promotion at Dunkin' to drive more customers to the company's stores in the afternoon hours.
"It's about bringing more people in the store to deliver greater profitability overall," Allen said.
Dunkin' is also launching a new ad campaign featuring workers climbing a hill with cups of Dunkin' coffee. Allen said the ad is meant to show that Dunkin' can help its customers get through the "uphill battles" they are facing as the economy continues to flounder.
"Our consumers are really hardworking people," she said. "In many ways, it's a tribute to them." (AP)