In September 2019 Wendy’s announced that it will start serving breakfast across the U.S. next year just after six months, on March 2nd, 2020 Wendy’s entered the hyper-competitive time slot and announced their highly anticipated breakfast menu. Wendy’s has unveiled its full breakfast menu earlier in October 2019, which had nine sandwiches and new menu items which include The Breakfast Baconator, the Frosty-casino, and the Honey Butter Chicken Biscuit. Wendy’s now serves breakfast at 300 U.S. restaurants. It has around 6,000 locations nationwide; Wendy’s breakfast will be starting the early morning at 6:30 a.m. and end at 10:30 a.m.
Three of Wendy’s Breakfast Sandwiches are on croissants two include eggs and one with maple bacon chicken croissant. Egg sandwiches will also be sold on biscuits and classic buns, The Breakfast Baconator, compared to the Wendy’s Baconator burger is made with an egg, six strips of Applewood smoked bacon, one breakfast sausage patty and two slices of American cheese, all topped with a cheesy hollandaise sauce. Wendy breakfast consists of butter chicken coated with layers of honey having a buttermilk biscuits basement, the topping of this is done by fried chicken. For sides, Wendy’s is adding seasoned breakfast potatoes and a new blend of coffee to their breakfast menu.
Wendy’s breakfast menu will have plenty of competitors in the breakfast space, including Burger King, McDonald’s, dunkin’ donuts. In response to Wendy’s breakfast menu announcement, McDonald’s is offeringfree McMuffin sandwiches on Monday.In the 1980s, the chain introduced a breakfast menu which was discontinued due to its time consuming to make menu items; In 2012 Wendy’s introduced breakfast menu serving steel-cut oatmeal and artisan breakfast sandwiches. In 2013, the Wendy’s tried again to enter the breakfast slot, introducing breakfast value menu featuring dishes like sausage biscuits and breakfast burritos all of them failed, In 2015 Wendy’s launched an all-day breakfast with two new chicken sandwiches has proved successful. If everything goes right, Wendy’s breakfast sales will cover 10% of its daily sales.
Breakfast may help the Fast-food chain to grow, but it’s a costly venture. Wendy’s breakfast endeavor plans to spend $20 million on the initiative and help franchisees hire 20,000 employees and serve breakfast in all its stores. The company said it has a “big opportunity” to enter the space because breakfast is one of the few growth markets for the industry, according to food industry group NDP. Late night is also growing, but not as fast as the breakfast time slot, after the announcement in September 2019 Wendy’s shares rallied up by 27% just in six months.
Wendy’s U.S. president Kurt Kane said in a statement. Using fresh eggs will set Wendy’s breakfast menu apart from competitors like Burger King, McDonald’s and dunkin’ donuts, which use egg patties, which contain various fillers. McDonald’s, however, uses freshly cracked eggs in many of its sandwiches. “Our crew will be hand-cracking fresh eggs on every breakfast sandwiches and leaning into the quality ingredients that have long set Wendy’s breakfast menu apart from the competition,”