A seven-year rethinking of its national morning daypart initiative
Seven years after it announced its initial plans for a potential national breakfast rollout across its system, Wendy’s is now re-launching breakfast. According to the announcement, the Dublin, Ohio-based burger chain will expand is breakfast program nationwide in 2020. As part of Wendy’s breakfast relaunch, the quick-serve restaurant company will offer breakfast across U.S. stores, expanding from the 300 stores that currently serve it.
The QSR chain had also launched breakfast in the summer of 2012. It abandoned the program on a national scale shortly. Now, Wendy’s will invest $20M in 2019 toward the morning daypart quest. Dublin, Ohio-based executives hope its customers will embrace the Wendy’s breakfast menu. Guest favorites include the Breakfast Baconator, Frosty-ccino, and the Honey Butter Chicken Biscuit.
Thanks to continued momentum and the Wendy’s breakfast relaunch, its full-year sales forecast remains at 3.5 to 4.0 percent growth this year. In In addition, adjusted EBITDA will be flat to down 2.0 percent from the same period last year. Wendy’s plans to share updated estimates and provide national breakfast program details during its Investor Day October 11.
“Launching breakfast in our U.S. restaurants nationwide provides incredible growth opportunities,” said Todd Penegor, Wendy’s Company president and chief executive.
Founded in 1969, Wendy’s now operates and franchises more than 6,700 restaurants globally. The Wendy’s breakfast relaunch should also gain attraction and help spur additional sales as the chain enters the holiday season.
Photo credit: Wendy’s
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