A latecomer to breakfasts, Wendy’s will invest $10 million to promote this mealtime during the remainder of the current fiscal year.  Overall spending on advertisements will attain $25 million in 2021 according to comments by CEO Todd Penegor in his discussion of Q2 results.  Competition in the breakfast space is intense with McDonald's, the originator, facing Dunkin’ brands, and the Taco Bell subsidiary of Yum! Brands. 

Wendy’s initiated breakfast servings in March 2020 before COVID restrictions were implemented.  The intention of the advertising program is to attract new customers to the chain as they return to work in offices and plants or transport their children to school.  During the past weekend Wendy’s provided customers with free croissant breakfast sandwiches as a promotional gesture.