The fast food chain already serves some breakfast items at roughly 300 locations, but as of 2020, will expand its breakfast offerings nationwide. Signature breakfast items include the Breakfast Baconator, Frosty-ccino, and Honey Butter Chicken Biscuit.
Wendy's has experimented with breakfast options in the past, but it had not resonated with customers enough to stay on the menu permanently.
Wendy's Co.is gearing up to win a much bigger bite of the USA breakfast business with an expansion plan that might boost business in the long run but will eat into near-term profitability.
The Wendy's Company WEN is planning to launch its breakfast menu across the United States by the next year. The company has toyed with the idea of going nationwide for a few years, BrandEating has reported, but didn't take the leap until now.
Breakfast may help drive growth, but it's a costly endeavor. Sales at Wendy's have been growing at a slower clip than at larger burger rivals McDonald's and Burger King, which have both offered breakfast items for years.
GettyWendy’s is expanding its current menu
In the past, the chain has attempted several times to sell breakfast, dating back to the 1980s.
Expanding breakfast to almost 6,000 stores nationwide will initially cost Wendy's about $20 million. "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". Next year all stores will be offering breakfast sandwiches, coffee and more.
Competition in the breakfast category has been heating up in the fast-food industry.
FOX Business reached out to Wendy's for comment at the time of this report, however, the fast-food chain said it will reveal more information during its Investor Day on October 11, 2019.
People interested in applying for a position should visit careers.wendys.com or a local Wendy's, the company said.
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