Dunkin' Brands Group, Inc. announced an addition to its all-day breakfast menu — Belgian Waffle Breakfast Sandwich — to celebrate National Waffle Day on Aug 24. Notably, this item will be available at Dunkin' Donuts restaurants starting Aug 29.

The sandwich contains Cherrywood smoked bacon, egg and American cheese which is served between two thick, deep-ridged Belgian Waffles. The sandwich is golden brown on the outside and fluffy and light inside, making for a scrumptious munch.

Moreover, as part of its National Waffle Day celebration, Dunkin' Donuts launched a new mobile game, "Savor the Flavor", where customers scratch a virtual waffle-themed card and can win one year of free breakfast sandwiches. The offer begins on Aug 24 and runs through Sep 30.

Meanwhile, we note that with gradual improvement in the U.S. job market, consumers prefer having breakfast at restaurants. The breakfast segment is also gaining popularity because of lower rates than other meals and lesser waiting time.

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Other restaurateurs like Yum! Brands, Inc.’s (YUM Quick QuoteYUM - Free Report) Taco Bell, McDonald's Corp. (MCD Quick QuoteMCD - Free Report) and Jack in the Box Inc. (JACK Quick QuoteJACK - Free Report) are also cashing in on this trend with their breakfast platter.

Moreover, sandwiches have become a popular menu item at restaurants. The breakfast sandwich is not only nutritious and filling because of ingredients like bread, eggs, cheese and meat, bacon or sausage, but is also convenient to consume while on the move.

Thus, given the fact that breakfast is the most popular day-part of the growing quick service restaurants and Belgian waffles are a much-loved breakfast choice, the menu addition should be welcomed by breakfast enthusiasts.

Dunkin' Brands currently has a Zacks Rank #3 (Hold).

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