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Wendy’s continues to bank on breakfast, hitting 8% of U.S. sales in Q4Wendy’s continues to bank on breakfast, hitting 8% of U.S. sales in Q4

Quick-service brand sees 2-year-old platform reaching 10% of U.S. sales by year-end

Ron Ruggless, Senior Editor

March 1, 2022

5 Min Read
Wendy s breakfast Q4 2021
Wendy's breakfast reached about 8% of U.S. sales in the fourth quarter.The Wendy's Co.

The Wendy’s Co. saw its nearly 2-year-old breakfast platform snaring 8.5% of U.S. sales at its peak during its fourth-quarter biscuit promotion, and the company expects the daypart to reach 10% of sales by year-end, executives said Tuesday.

The Dublin, Ohio-based quick-service brand, which released fourth quarter earnings Tuesday, said breakfast sales averaged about 8% in the period, which ended Jan. 2. In the third quarter, the daypart was about 7.5% of U.S. sales.

“We continue to be extremely pleased with our breakfast business,” said Todd Penegor, Wendy’s CEO and president, in an earnings call. “This growth was primarily driven by successful promotions, which not only drove significant trial of our breakfast daypart, as evidenced by a m...

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About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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