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American Egg Board boosts Wendy’s off-premise breakfast consumption

The Incredible Egg provides burger QSR lift in several markets

As it expanded its breakfast program, Wendy’s recently received a boost from The American Egg Board (AEB), a marketing organization that promotes egg consumption on behalf of American egg farmers. AEB and the Dublin, Ohio-based quick-service chain partnered to promote Wendy’s fresh eggs program through a social media influencer campaign. The initiative was designed to increase targeted off-premise breakfast consumption.

AEB utilized social media influencers in six key markets of Wendy’s, driving trial of the QSR’s breakfast sandwiches, which are prepared with real eggs. This fact alone, increases value of menu items when consumers are aware of it, noted AEB.

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The social media campaign used Instagram posts and stories to highlight fresh, cracked eggs , using the hashtag #Weggsday, to promote ordering breakfast from Wendy’s.

John Li, vice president of Culinary Innovation at Wendy’s, commented, “Our partnership through the AEB’s new program helped us expand on consumer demand for a high-quality breakfast by highlighting the inclusion of real, fresh-cracked eggs on our breakfast sandwiches and inspiring drive-thru and delivery orders across our key markets.”

AEB has crafted a program for large chains, like Wendy’s to promote off-premise opportunities such as drive-thru, carryout and delivery. For independent operators who have been impacted by the pandemic, a new “Boosting Breakfast Business” program, likewise, launched.

“The Incredible Egg fits perfectly within the Wendy’s promise of fresh, high-quality, real ingredients and we’re proud to support these incredible new menu items and start this new friendship off so strongly,” said Emily Metz, president and chief executive of AEB.

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AEB provided a detailed description of new programs intended to drive independent restaurant growth and traffic:

  • Boosting Breakfast Business – a program designed to help smaller chains and independent operators reinvigorate the breakfast daypart with solutions spanning how to make, menu and market.
  • Incredible Egg Trends Special Edition – a special edition of the foodservice trend series devoted to optimizing an off-premise menu with crave-able items for consumers on-the-go.
  • Made with REAL Eggs™– the certification seal enables foodservice operators to highlight the use of real egg ingredients in menu items and has been shown to significantly increase purchase intent.

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