Candice Choi’s article, “Dunkin’ Donuts adds doughnut bacon sandwich to menu”in the Chicago Sun-Times is a great public relations move. The sandwich consists of fried eggs and bacon on a glazed doughnut, so I don’t think I could eat it unless I extend my daily workout from one hour to five. However, what Dunkin’ Donuts is doing is newsworthy.
Everyone knows that fatty, sugary, salty foods aren’t good for you, so fast food restaurants, even McDonald’s, are offering salads and more healthy food. You’d think that since people are more health-conscious, they would want more healthy food, and even Choi says that sales have increased because of the healthier menus. However, Dunkin’ Donuts is giving people what they’re wired to crave, and it seems like a novelty. After all, PR-wise, healthy food doesn’t seem as exciting, but a crazy, caloric sandwich can make a splash.
It reminds me that what’s old is new again, because for years fast food restaurants didn’t offer healthy food, and Dunkin’ Donuts is returning to that approach. In that way, what Dunkin’ Donuts is doing seems contrarian in their publicity efforts. However, the company really scored because the sandwich will cause lots of conversations online and off. I bet people have even been posting photos online of them eating it just to show others how adventurous they can be.
After looking at what that company has done, think about what you can do that will be noticed and that people will talk about. Maybe you’re not a proponent of unhealthy food, but if you look at your business, there’s probably something you can find that’s noteworthy.
By the way, if you’ve tried the sandwich, let me know.