Wendy’s rolls out new breakfast menu

By Camden Mondeaux on March 2, 2020
NEW YORK, NY – MARCH 2: A banner announcing Now Serving Breakfast is shown outside a Wendy’s restaurant on March 2, 2020 in New York City. Wendy’s introduced its breakfast menu nationwide today, featuring items such as the Breakfast Baconator, the Honey Butter Chicken Biscuit and the Frosty-ccino. (Photo by David Dee Delgado/Getty Images)

Wendy’s released its new breakfast menu Monday morning, entering the competitive world of fast-food breakfast markets.

By: Cami Mondeaux

The fast-food chain initially announced it would be entering the breakfast battle in September 2019. One of its highlight items? The Breakfast Baconator.

And if burgers aren’t exactly what you want at 7 a.m., there are other options, too.

The full menu offers nine breakfast sandwiches, including a chicken biscuit and other variations of breakfast meats served with eggs. Wendy’s is also debuting new side dishes like potato wedges and sausage gravy.

And to wash it all down?

They’ll also be revealing a new blend of coffee and an iced Frosty-ccino drink.

This isn’t the first time Wendy’s has tried to break  into the breakfast game. But, if it proves to be successful this time around, the fast-food chain expected breakfast orders will make up 10% of its daily sales.

But Wendy’s spokespeople say they don’t expect to see these profits until sometime next year. So, we guess that means they’re in it for the long run.

Not to be outdone, McDonalds offered some breakfast deals Monday morning as well — handing out free Egg McMuffins with breakfast orders on Monday. McDonalds will also be offering two breakfast sandwiches for $4 for a limited time to try and steer sales away.

McDonalds is the leader in fast-food breakfast and refuses to sit idly by.

So, Wendy’s has some work to do — especially with other competitors like Dunkin’ Donuts and Taco Bell that offer breakfast items.

Serving breakfast is no easy task. Wendy’s announced in an earnings report its fourth-quarter profits from 2019 fell because of its investment in offering breakfast.

The fast-food chain is spending roughly $20 million to hire around 20,000 employees and to offer the breakfast menu in 6,000 locations across the U.S. It also plans to spend around $70 million or $80 million on advertising alone.

Wendy’s has already spent $17 million of its $20 million budget allotted for its breakfast investment, with some of it going toward recruiting employees. The chain reports already being fully staffed for breakfast.

Regardless of the money, we just want to see what a Breakfast Baconator really tastes like.

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