This reminds me of a nascent advertising trick I'd began noticing: "Made with 100% x". (Think about it for a sec.)
Apparently the "egg patty" is a dozen ingredients -- including corn starch, soybean oil, "medium chain triglycerides", artificial butter flavor, and xanthan gum -- formed to look like a single, fried egg.
"The yolk is much fuller, it looks much more yellow," said Dunkin' Brands CEO Nigel Travis
Apparently the new and improved version will also sport over twice the calories, four times the fat, and one more gram of protein than an actual egg.
TFA goes on to say (and I may be paraphrasing here) that by doing consumer research they found out that how their shit tastes actually matters.
p.s. I get my pooch an occasional triple cheeseburger at Mickey D's (not on the menu; ask and they'll add a third patty for a buck), so I Googled their "all beef patties". It looks like they took down their ingredient list (so it may no longer be accurate) but from Google's cached version:
KETCHUP, 100% BEEF PATTY, REGULAR BUN, ONIONS, PICKLE SLICES, MUSTARD, PASTEURIZED PROCESS AMERICAN CHEESE
100% BEEF PATTY:
Ingredients: 100% Pure USDA Inspected Beef; No Fillers, No Extenders.
Prepared with Grill Seasoning (Salt, Black Pepper).
Sounds better than Taco Bell's "Seasoned Beef" containing 88% beef and 12% science.