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Breakfast after the coronavirus: Quick service and casual dining chains face challenges during the morning daypartBreakfast after the coronavirus: Quick service and casual dining chains face challenges during the morning daypart

COVID-19 changed the dynamics of the breakfast wars and now the two opposing segments face unique challenges to survive

Joanna Fantozzi, Senior Editor

July 7, 2020

8 Min Read
wendys breakfast wars during coronavirus
Wendy's, a new breakfast competitor, has had breakfast consistently account for 8% of sales throughout the pandemic while McDonald's breakfast has faltered.David Dee Delgado / Stringer / Getty Images News

As dining rooms reopen following months of COVID-19-related stagnation, the breakfast daypart in particular has been a challenge for operators competing with quarantined customers making their eggs and pancakes at home.

Prior to the pandemic, breakfast was seeing a resurgence with quick-service customer. During the week of March 8, weekly transactions for the breakfast, lunch and dinner segment were all up by about 3% to 4%. But by the peak of the pandemic during the week of April 12, breakfast transactions were down by more than 50%, by far the weakest of the three meal occasions, according to NPD Group Data.

Looking forward, the morning meal presents two distinct sets of challenges for quick-service and casual-dining operators. QSR giant...

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About the Author

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.  

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine. 

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events. 

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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