• USA Today, Monday, June 8, 2009 11:15 AM

Dunkin' Donuts is rolling out it first 99-cent breakfast wrap -- the Wake-Up Wrap -- this morning with the message "America Saves." It's also taking the opportunity to tweak the competition, Theresa Howard reports.

"It's interesting to us that there's a battle between McDonald's and Starbucks," says Frances Allen, Dunkin' Donuts brand marketing officer. "Starbucks can't do food, and McDonald's can't do coffee." Dunkin, Allen maintains, does both better than either.

The new campaign for Dunkin' taps into the value mindset with the theme: "Breakfast NOT Brokefast." Technomic restaurant analyst Darren Tristano says the wrap "is a great position for them. ... When you go to a Dunkin', most customers are used to paying less than 99 cents for something, and this very much fits the value model today, which is fueling guest traffic."

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