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Wendy's is ploughing $25 million into breakfast ads to tempt returning office workers with deals like a $1.99 honey butter chicken biscuit

Wendy's is ploughing $25 million into breakfast ads to tempt returning office workers with deals like a $1.99 honey butter chicken biscuit

Wendy's has doubled down on its breakfast marketing since it rolled out its new breakfast menu in March 2020.
Irene Jiang / Business Insider




Wendy's plans to spend $25 million advertising its breakfast in 2021, CEO Todd Penegor said.




The chain wants more people to add its biscuits, croissants, and cold brew to their morning routine.




Wendy's rolled out its new breakfast menu only weeks before most states entered lockdown last March.




See more stories on Insider's business page.


Wendy's is massively ramping up its breakfast advertising spend as it tries to grab a bigger share of the lucrative breakfast market.The fast-food chain plans to spend $25 million advertising its breakfast food in 2021, up from an original $15 million, CEO Todd Penegor announced at its earnings call last week.Wendy's has doubled down on its breakfast marketing since it rolled out its new breakfast menu in March 2020.Read more: Ghost kitchens operators are expanding their business models beyond the rent-a-space model
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