Fast food breakfast faces a long recovery from the Covid-19 crisis:
Consider the Q1 earnings round for context. At that time, the true ramifications of the pandemic–specifically shelter-at-home mandates that took morning commuters in need of a quick pick-me-up off the roads–were just starting to materialize. Yet every brand with a morning business spent time discussing the dire impacts of this compromised daypart.
on how much the pandemic has affected some of our morning mainstays. From May 1 through June 15, for example, 11.5% of Dunkin’s visits came between 6 a.m. and 9 a.m., compared to 15.7% during the same period in 2019. saw a similar decrease, from 10.6% of visits during these hours from May through June 15, 2019, to just 7.3% during the same period in 2020.
Wendy’s breakfast has received “overwhelmingly positive” customer satisfaction scores, but some of this tailwind could just be from the newness of it. Of course, time will tell. It’s hard to tell at this point how long a breakfast recovery could take, particularly as coronavirus cases linger, even rise, in many states. The answer won’t likely come until workers return to their offices in droves.
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