Wendy’s looks to enter the fastest-growing time slot in fast food by offering a full breakfast menu.
The restaurant chain originally set its launch date for March 2, but as of Wednesday, CNN reported about 300 stores are already serving the morning meal.
The official Wendy’s Twitter account recently went private ahead of the official launch, but fans are already sharing food pictures and insults to competitors’ breakfasts using #WendysBreakfastBattle.
The breakfast menu will include nine sandwiches served on either a croissant, bun or biscuit and seasoned potatoes to go on the side. Wendy’s fans are most looking forward to a breakfast version of their popular “Baconator” and a honey butter chicken biscuit.
They also formulated a new line of coffees, including an alternative to Starbucks frapps called an iced “Frosty-ccino.”
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CEO Todd Penegor sounded confident in a news release that announced fourth-quarter earnings at the end of 2019.
"We have momentum in our business as evidenced by our accelerating sales growth in the second half of the year, which sets us up well going into 2020. Our focus remains on efficient, accelerated growth behind our three major growth pillars: entering the breakfast daypart, growing our digital business, and expanding our International footprint. We are well positioned to drive growth in 2020 and I'm more confident than ever that we will achieve our vision of becoming the world's most thriving and beloved restaurant brand." — Todd Penegor
The fast-food brand's earnings in the stock market have been shaky during past quarters, according to USA Today. The brand spent $20 million so far to hire about 20,000 employees across its 6,000 locations nationwide. It plans to spend an additional $70 million to $80 million this year on advertising the new menu.
Wendy’s is trying to sell a long-term game to investors, according to USA Today. Free cash flow will likely fall 2% to 7% because of the new breakfast launch, and recent estimates still expect earnings to stay flat this quarter, ranging from positive 1.5% to negative 1.5%.
McDonald’s rules the fast-food breakfast world, with as much as 40% of its profits coming from breakfast. McDonald’s positioned itself by offering its breakfast menu 24/7. The company also recently launched a two for $4 deal on breakfast sandwiches.
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