Home » Wendy’s Breakfast and Late-Night Surge: A Shining Example for Retailers

Wendy’s Breakfast and Late-Night Surge: A Shining Example for Retailers

bacon sandwich on plate

Wendy’s, the international fast-food chain known for its burgers and Frosties, has recently reported a major boost in Q2 sales, thanks to a strategic focus on breakfast and late-night meals. As reported in Nation’s Restaurant News, Wendy’s successful navigation of the dayparts offers valuable insights for independent retailers looking to maximize their sales.

In Q2, Wendy’s reported same-store sales growth of 17.4%, a remarkable feat in the increasingly competitive food industry. A significant portion of this growth is attributed to the success of Wendy’s breakfast menu, which now makes up 8.8% of its total sales. The late-night meals also showed promising results, comprising over 17% of their daily sales.

These figures highlight an important trend: consumers are seeking out meals outside of traditional lunch and dinner hours. This trend could present exciting opportunities for independent retailers to diversify their offerings and cater to the needs of customers at different times of the day.

Here’s how retailers can take inspiration from Wendy’s success:

  1. Expand Offerings for Under-Served Dayparts: Just as Wendy’s expanded its breakfast and late-night menus, consider offering specific products for breakfast and late-night shoppers. Think fresh pastries and coffee for early birds and convenient, ready-to-eat meals for late-night shoppers.
  2. Promote Daypart-Specific Deals: Use in-store signage, online ads, and social media to promote special deals for specific dayparts. For instance, you could offer a discount on breakfast items purchased before 9 AM or late-night deals after 9 PM.
  3. Experiment with New Products: Don’t be afraid to introduce new products to meet the changing demands of your customers. Wendy’s success with their breakfast menu shows that customers are open to trying new things.
  4. Analyze Sales Data: Use data analytics tools to understand your sales trends at different times of the day. This data can help you identify which dayparts to focus on and what products are most popular. Apps like Evidnt, are directly integrated into your point-of-sale machines, which help you analyze your data and find the right products and their sweet spots.
Evidnt’s Day Part Sales Insights


Wendy’s recent Q2 success, driven by a focus on breakfast and late-night meals, offers valuable insights for independent retailers. By expanding offerings for under-served dayparts, promoting specific deals, experimenting with new products, and analyzing sales data, retailers can capitalize on changing consumer behaviors and drive sales growth. It’s time to think outside the traditional lunch and dinner box!

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