Wendy’s to take another shot at breakfast

Galtero Lara
Setiembre 11, 2019

Wendy's will start serving breakfast across the United States next year. Signature breakfast items include the Breakfast Baconator, Frosty-ccino, and Honey Butter Chicken Biscuit.

Now available at more than 300 participating locations, Wendy's breakfast menu takes fan-favorite items like the Baconator and the Frosty and serves them up with a breakfast twist.

"Launching breakfast in our US restaurants nationwide provides incredible growth opportunities", said Todd Penegor, President and CEO of The Wendy's Company.

Today, the major chain announced they would be adding breakfast items to their menu in a $20 million menu revamp.

"Wendy's is Fast Food Done Right: your go-to for real, fresh, craveable food that doesn't cost a fortune and the new breakfast menu attests to that", a press release from the restaurant chain read.

The Honey Butter Chicken Sandwich: Fried chicken and whipped honey butter on a biscuit.

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Expanding its breakfast business nationwide gives Wendy's a chance to entice its current customers to visit more often, and might attract diners who already buy fast-food egg sandwiches and other fare elsewhere.

Menu innovations have helped boost Wendy's sales. Shares dipped about 3% after the market closed Monday on the news. Wendy's now expects its adjusted earnings before interest, tax, depreciation and amortization (EBITDA) to be about flat to down 2 percent this year, after previously targeting adjusted EBITDA growth of about 2.5 to 4.5 percent.

Wendy's has decided it can sit on the sidelines no more.

Wendy's is not the only fast food chain focusing on breakfast.

The move is likely created to capture a piece of the growing breakfast market and compete against rivals McDonald's and Burger King as well as outlets like Starbucks and Dunkin'.

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