Beyond Meat, a Los Angeles-based producer of plant-based meat, arrived at some Dunkin’ Donuts stores in Manhattan in the form of its breakfast sausage; however, it hit a casual dining speed bump. Dunkin’ seemed excited to climb aboard the Beyond Meat bandwagon.
In a press release, Dunkin’ CEO David Hoffman said, “We are proud to collaborate with this industry leader to become the first U.S. restaurant chain to serve a Beyond Breakfast Sausage option.”
Beyond Meat’s shares set an all-time high of over $200 a share on the day of its Dunkin’ debut with sausage sandwiches. They believe that expanding distribution is important to maintain growth and double the stock.
Dunkin’ hopes to roll out the sausage sandwiches to its 20,920 franchised stores.
Wall Street is expecting Beyond Meat sales to grow by 60 percent from 2019 to 2020 and the stock values at 33 times estimated 2020 sales, implying that the plant-based producer is not just for vegans who are craving for authentic beef or pork flavor.
However, brand positioning is complex, and Beyond Meat is not every chain’s meat. On July 29, Beyond Meat reported, “Short interest in the stock is high, which can mean fireworks. The shares rose almost 40% the day after its first quarterly report in June. But in a revolution, you never know.”
