McDonald's
McDonald's has brought an apple fritter, blueberry muffin, and cinnamon roll to their permanent menu. Not only are they adding to their breakfast menu, this would be the first time in over eight years that the fast-food giant adds baked goods to their roster. And just like some other favorite breakfast items, the McCafe bakery is available all day.
McDonald's sales have been under pressure since the pandemic disrupted their usual breakfast sales, with their morning meal transactions falling about 18% in June from the same time in 2019. While their lunch and dinner sales recovered much more quickly, getting customers out of bed in the morning when they didn't have to be was about as difficult as anyone would expect. McDonald's hopes its breakfast moves, coupled with slowly bringing back their menu promotions and special promotions revolving around celebrities favorite orders, will bring back their breakfast customers
Meanwhile, Wendy's
Wendy's is looking to see their breakfast sales grow to 50% of their total sales. They've started by upping their advertising to TV commercials and plan to invest up to $15 million in breakfast marketing. Wendy's is hoping by advertising tempting depictions of their Frosty-ccino and offering a Wendy's Rewards loyalty program, they'll achieve their goal.