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Honey Dew Donuts: ‘Let’s dew lunch’

Honey Dew Donuts, a Plainville-based chain with about 150 locations, is unveiling the Willow Tree Chicken Salad sandwich as it looks to alert the public that it now offers a lunch option along with such traditional breakfast fare as coffee and donuts.

According to the chain, this is its “very first official lunch sandwich.” And it may be a sandwich with some culinary credibility.

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The sandwich’s main ingredient comes from Willow Tree Poultry Farm in Attleboro The farm is known for its chicken salad, which has been sold in select grocery stores and the Willow Tree Farm retail shop for many years.

Last fall of 2012, Honey Dew teamed up with Willow Tree and began beta-testing a Willow Tree Chicken Salad sandwich, often on a mulit-grain croissant, in a dozen Honey Dew shops.

“After quantitative and qualitative analysis of the five-month-long test, Honey Dew corporate directors unanimously voted to launch the sandwich chain wide starting in early April 2013,” the company said in a press release.

The new sandwich will be available at an introductory price of $2.99 (plus tax) until April 28, and ads will promote the sandwich. Besides the multi-grain croissant, this lunch entree is available on ciabatta bread, white or wheat wraps, bagels, or plain croissants.

Honey Dew’s foray into lunch should be interesting to watch. Chains known for one meal sometimes have trouble succeeding at another. Dinner chains, for example, can struggle when they attempt to offer lunch. But some chains manage to do it. After some experimenting, Dunkin’ Donuts was able to grow beyond its original breakfast niche, and Starbucks has figured out a way to draw customers during many different times of the day.

Chris Reidy can be reached at reidy@globe.com.
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