Wendy's invests $20 million to introduce a new national breakfast menu

• The revamped menu includes three new breakfast items; Honey Butter Chicken Sandwich, the Breakfast Baconator as well as the Frosty-ccino.
   
• Wendy’s has tried breakfast menus many times over the past decade, which also includes a 2010 plan to launch the menu in 1,000 test markets that petered out eventually.

Wendy’s, American international fast food restaurant chain, has reportedly announced to invest big into breakfast as it revamps its menu by introducing new items for breakfast. Wendy’s has served America for years without having a national breakfast menu in place. Now, it has finally introduced a breakfast menu that would be brought across all its U.S. outlets in 2020. The fast food giant has planned to invest $20 million in this move.

The revamped menu includes three new breakfast items; the Honey Butter Chicken Sandwich, the Breakfast Baconator as well as the Frosty-ccino. The company would also be opening up an additional 20,000 employment opportunities in an effort to accommodate longer work hours.

CEO of Wendy’s, Todd Penegor stated that the launch of breakfast menu across the all Wendy’s restaurants in US would offer incredible development opportunities. The company is well-positioned to pursue this idea. Todd further added that the company believes that it has the right structure and team in place, also the company has put fan favorite foods on the breakfast menu which would set it apart from its competition.

Restaurants analyst and BTIG's managing director, Peter Saleh stated that while breakfast options is a significant hole in concept’s offerings, analysis suggests these additions might prove to be a struggle just like the company’s previous attempt. Peter also stated that general consensus says, the constant nature of breakfast makes it difficult to break in and unpredictable cannibalization left franchises doubtful to adopt.

Wendy’s have tried breakfast menus many times over the past decade, which also includes a 2010 plan to launch the menu in 1,000 test markets that petered out eventually.

 

Source credit: https://www.businessinsider.in/Wendys-is-making-a-20-million-push-into-breakfast-with-menu-items-like-a-coffee-infused-Frosty-and-a-Breakfast-Baconator/articleshow/71071393.cms