Why did Dunkin’ discontinue Beyond Sausage?

Dunkin’ did not discontinue the Beyond Sausage sandwich, but has drastically reduced the outlets which offer the option to an estimated 10 states in the country.

In June 2021, an analyst confirmed the fears of the public and customers of Dunkin’. The analyst addressed the fears that Dunkin’ had discontinued its Beyond Sausage and meat offerings across its restaurants. The Beyond range of sandwiches was offered as a plant-based meaty option, and was specifically popular with the breakfast customers for the fast food outlet.

The offering has been available since 2019. In an effort to promote the offering, the company enlisted rapper-turned-television host, Snoop Dogg to promote the Beyond Sausage offer. At the inception of the product line, David Hoffmann, Chief Executive Officer (CEO) of Dunkin, stated, “We are extremely proud of our partnership with Beyond Meat and thrilled to be the first U.S. quick-service restaurant to offer Beyond Breakfast Sausage nationwide. Dunkin’ is the brand that democratizes trends for America, and this latest addition to our menu gives consumers more choice to meet their evolving needs.”

However, fans of the product line started to take to social media as they realised that the product had been recalled from in-store menus, the mobile app, and the franchise had rescinded the promotional material on the product line. The move was reported as reverse marketing by analysts.

Analysts cited the move by Dunkin’ as reverse marketing due to the fact that the Beyond Sausage and meat offerings were not completely discontinued. However, the products were then only available for purchase at 10 states in the United States. According to Dunkin’s Head of Corporate Communications, Michelle King, “We maintain a strong relationship with Beyond Meat and will continue to work together to explore innovative plant-based options to meet consumer demand for plant-based menu items.”

King went on to add, “The Beyond Sausage Breakfast Sandwich continues to be available at several hundred Dunkin’ restaurants throughout the country including in California, Arizona, New Mexico, Colorado, Missouri, Nebraska, Hawaii, Utah, Kansas, and Wyoming.”