Wendy’s, which has long offered spicy food, is the latest chain to keep expanding its flavor profile. That also goes on sale February 8, and costs $5.99. ![]() He added that the chain is seeing repeat customers return frequently for breakfast, but there’s still a “big opportunity to let folks know that we’ve got it.”įor lunch and dinner, Wendy’s is adding a new Hot Honey Chicken Sandwich, a fried chicken breast with melted pepper jack cheese, topped with bacon and crispy pickles and drizzled with hot honey sauce. Coming into Covid-19 and through all the challenges to see the growth we’ve been able to see in breakfast,” Loredo said. “It’s amazing considering how hard the breakfast daypart has been hit. Wendy’s is more optimistic, and expects morning meals to grow as much as 30% in 2022. “We’re in a steady state for the next several months, perhaps with a bump up or down here and there, but we expect to lag pre-pandemic traffic levels through 2022 slightly,” David Portalatin, NPD food industry adviser, said in a recent note about the breakfast market. But consumers are spending 9% more compared to 2019, in part because of price increases. However, the fast food breakfast market hasn’t fully recovered to pre-pandemic levels, and is down 2% from the same period in 2019. Visits to fast food restaurants for breakfast grew 10% for the 12-month period ending November 2021, according to research firm NDP Group. The chain, which spent about $25 million in ads to promote its breakfast menu last year, said in its most recent earnings report that breakfast accounts for 7.5% of sales. Other top-selling items include the Breakfast Baconator, Frosty-ccino and seasoned potato wedges.īreakfast has been booming for Wendy’s, especially after the sector’s sales slumped in 2020 because of pandemic-driven disruptions to morning routines. “We’re not taking anything away from consumers, but rather adding a little bit of spice to their life in the morning,” he said. The new option is a spicier version of the Honey Butter Chicken Biscuit, which remains one of Wendy’s most popular breakfast offerings, Loredo said, adding that there are no plans to remove any items. Wendy's newest breakfast item goes on sale next week.
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