Wendy’s Expands Breakfast Offering

The fast-food chain will introduce the morning menu in all U.S. stores next year.
September 11, 2019

NEW YORK—Wendy’s will widen the number of restaurants serving breakfast to include all U.S. locations in 2020, CNN Business reports. The chain will add about 20,000 more U.S. workers to support the expansion.

Fast-food chains have long been battling over breakfast, which is the only market for growth in the quick-service channel, according to the NPD Group. Wendy’s currently serves breakfast at 300 stores. The morning menu includes a honey butter chicken biscuit and a bacon sandwich.

Taking breakfast nationally “provides incredible growth opportunities,” said Todd Penegor, Wendy’s president and CEO. In recent months, other menu tweaks have contributed to a bump in the chain’s sales. New menu items include a $5 Giant Junior Bacon Cheeseburger, a $5 Biggie Bag meal deal and new chicken sandwiches, a new popular item from many fast food locations.

“Wendy’s products and menu are well regarded and its bacon strength is a product line that resonates at breakfast,” wrote Brett Levy, executive director at MKM Partners, in a note, MarketWatch reports. “As a result, there is the potential for its breakfast initiative to benefit from the support and leverage from its existing menu’s brands and strengths.”

Wendy’s isn’t the only chain focusing on the AM meal. In the spring, Panera Bread revamped its breakfast menu, while McDonald’s has been experimenting with new items, such as donut sticks. Dunkin’ also added breakfast bowls and sandwiches to its menu and is testing a sandwich made with plant-based sausage. Convenience stores also see breakfast as a key daypart for prepared foodservice.

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