Last year, America’s biggest chain restaurants went all in on breakfast.
Companies ranging from Wendy’s to McDonald’s to Dunkin’ invested heavily in the meal, testing out everything from new chicken sandwiches to plant-based options.
Now, with people stuck at home because of the coronavirus pandemic, it’s one of the industry’s worst-performing segments. McDonald’s (MCD) CEO Chris Kempczinski said during the company’s first-quarter analyst call last week that “breakfast is down” compared to other meals.
Similarly, Jose Cil, CEO of Restaurant Brands International (QSR), which owns Burger King, Popeyes and Tim Hortons, said during an earnings call last week that breakfast and snacking “have seen a disproportionate decrease, while lunch and dinner have shown more strength.”