The coronavirus pandemic has modified the consumption habits of Americans, and having breakfast at home is one of the trends that these months have brought. In the competition to win back customers during this time, Wendy's appears to be the winner.
Even during the pandemic, Wendy’s has become a rare restaurant company to lure customers to its restaurants for breakfast.
According to CNBC, in the last eight months, driven by office closures and virtual schooling, consumers broke their old breakfast habits and began eating the early morning meal at home.
The shift in behavior has benefited cereal makers General Mills and Kellogg but dragged down breakfast sales for food-chains.
Coffee chain Starbucks reported same-store sales declines of 9%, and executives said customers have shifted to making their coffee runs later in the morning or in the early afternoon.
Taco Bell decided to open restaurants later and cut breakfast from their menus to cut down labor costs and has only started serving breakfast again in half its stores.
But Wendy’s, which began offering its breakfast nationwide just a few weeks before lockdowns is escaping that trend, for executives said that breakfast sales grew in the third quarter, compared with the previous three months.
“We are confident that we can continue to grow this business into the future as more and more people fall back into their daily routines,” CEO Todd Penegor said.