The chain said Wednesday that sales at its US restaurants open at least a year grew 2% in 2020, thanks in large part to breakfast. CEO Todd Penegor said during an analyst call that in the last three months of the year the meal amounted for about 7% of the chain’s sales, and should rise to 10% by the end of 2022.
“We know that we are just scratching the surface of its potential,” he said.
Those “fun and indulgent” items may be another reason for the good sales performance during the pandemic, said Amanda Topper, associate director of foodservice research at Mintel.
“Not only [are they] really appealing to young consumers, but just giving people something to get excited about, something new to try,” she said. Restaurants that sell items people can’t make at home for themselves have a better chance of luring breakfast customers during the pandemic, she said.
Wendy’s plans to maintain its momentum by investing more into marketing efforts. It’s also expecting some people to treat its breakfast items as a mid-morning snack, which offers another sales opportunity. And once people start commuting again, breakfast sales will naturally pick up even more, according to Penegor.