Wendy’s, which is the second biggest radio advertiser behind McDonald’s in the Fast Casual-Quick Service Restaurant category, is looking to make further inroads in the battle for breakfast.
The Dublin, OH-based chain plans to nearly double its breakfast-related ad spend this year to $25 million. The increase comes as more people return to traditional workplaces and schools begin to welcome students back.
Wendy’s new breakfast menu was unveiled in March 2020, just as the pandemic began to disrupt morning work and school routines. The chain planned to spend $15 million this year to market its breakfast options, according to MediaPost. Strong sales are prompting an additional $10 million in advertising.
The company reports that breakfast sales rose 10% in the second quarter, compared to Q1. The growth was driven in part by Wendy’s $1.99 honey butter chicken biscuit and its “2 for $4” menu promotion.
“We continue to expect outsized growth during the breakfast daypart in the second half of 2021, driven by continued trial-driving programs and an expected return to routine in the fall,” President/CEO Todd Penegor said on a recent earnings call.
The goal is to increase breakfast revenue by 30% in 2021. The company would like to see 10% of its total sales from the breakfast menu by the end of 2022. In Q2 2021, breakfast sales accounted for 7.2% of sales.
Wendy’s has been a regular radio advertiser throughout 2021, ranking as high as No. 5 on the weekly spot count tally from Media Monitors (May 17-23, 2021). Last year, the chain was the No. 32 radio advertiser with 583,450 total spot occurrences in the top 110 markets tracked by Media Monitors. In 2019, Wendy’s ranked No. 26 among the top advertisers at radio.