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Wendy’s first introduced its breakfast menu two years ago, and after the nationwide launch at that time, it was not able to reach its goal. One of the reasons why the fast-food chain did not attain the result it was hoping for the release of its new offering was the COVID-19 pandemic that came with a series of lockdowns.
In the pre-pandemic times, it was said that breakfast was the only meal throughout the day that brought in a growing number of customers to fast-food restaurants. For lunch and dinner, the volume of diners was going down because most customers either prepared meals at home or they prefer the healthier options.
The huge demand for breakfast before the pandemic was what pushed Wendy’s to enter the breakfast market. The company also thought that this will let them draw in new sales without revamping its lunch, snack, or dinner to gain more traffic.
As per CNBC, Wendy’s kept up with its plan to drive more traffic through its breakfast menu even when the pandemic struck. The chain continues to serve breakfast burgers, egg sandwiches, and more while its rivals cut down what they offer for the first meal of the day as COVID bites.
Burger King and McDonald remained the dominant fast-food brands in the breakfast category, but Wendy’s managed to come up in third place. By the last quarter of 2021, Wendy’s sales for breakfast accounted for more or less eight percent of its total U.S. sales, which was only two percent shy of its goal, which is 10%.
The results were good enough, and most recently, the company was able to grow its breakfast sales by around 25%. With this, Wendy’s believes it has more room to grow, so this year, the brand is expecting its sales to soar further to an additional 10% to 20%. And with this prediction, there is a chance it can surpass Burger King in the breakfast category, and Wendy’s is now preparing for this, as per France’s News24.
“For us, right now, we’re very solidly and very quickly established as the number three, but we’re only about a share point behind Burger King,” Kurt Kane, Wendy’s U.S. president, said in an interview via CNBC. “Our first job is to leave them behind, which we’re very confident that we’re going to be able to do here in the not-too-distant future.”
He added, that they can also take on McDonald’s with the turnout of their breakfast sales even if it remained the dominant one. “We think the Frozen Arches have had plenty of time at the top of the breakfast category, but I think we’ll obviously keep nipping away at that and gobbling up share across the rest of the category,” Kane added.
