Wendy's is making a $20 million push into breakfast with menu items like a coffee-infused Frosty and

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Wendy's is making a $20 million push into breakfast with menu items like a coffee-infused Frosty and a Breakfast Baconator

Wendy's has a new nationwide breakfast menu.
Courtesy of Wendy's
  • Wendy's is rolling out a nationwide breakfast menu in 2020, and it includes three new items: the Honey Butter Chicken Biscuit, the Breakfast Baconator, and the Frosty-ccino.
  • The expanded menu will cost the company an estimated $20 million and add 20,000 jobs to accommodate extended hours.
  • Visit Business Insider's homepage for more stories.

Wendy's is finally betting big on breakfast.

After years as the lone major fast-food chain without a national breakfast menu, the company announced on Monday it will debut revamped morning offerings in all US restaurants in 2020. The expanded menu will cost the company an estimated $20 million as well as open up an additional 20,000 jobs to accomodate longer hours.

The updated menu includes three new breakfast items:

  • The Honey Butter Chicken Sandwich: Fried chicken and whipped honey butter on a biscuit.
  • The Breakfast Baconator: An egg, six strips of Applewood smoked bacon, a breakfast sausage patty, two slices of American cheese, and swiss cheese hollandaise sauce on a bun.
  • The Frosty-ccino: Cold-brew coffee mixed with either chocolate or vanilla Frosty cream.
"Launching breakfast in our US restaurants nationwide provides incredible growth opportunities," Wendy's CEO Todd Penegor said in a statement. "We are well-positioned to pursue it. We believe we have the right team and structure in place, and we put Wendy's fan favorites on our breakfast menu to set us apart from the competition."

Though some Wendy's enthusiasts took to Twitter to share excitement over the expanded menu, investors have a less optimistic disposition. Wendy's shares fell dramatically on Tuesday following the company's lowered profit expectations for the year.

Read more: Wendy's nosedives after slashing its profit outlook amid plans to expand its breakfast line nationwide

Peter Saleh, BTIG's managing director and restaurants analyst, expressed skepticism over the effort and its capacity to help drive the bottom line.

"While breakfast remains a major hole in the concept's offering, we believe this launch could prove to be an uphill battle much like the previous attempt," he wrote. "General consensus was the habitual nature of breakfast made it hard to break in and uncertain cannibalization left franchisees hesitant to adopt."


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Wendy's has trialed breakfast menu items several times over the course of the past decade, including a 2010 plan to launch in 1,000 test markets that eventually petered out. In 2014, then-CEO Emil Brolick maintained that the chain would not push into breakfast in an interview with Bloomberg TV.

"We have tested breakfast many times over the years and we feel, as virtually the only large national chain that hasn't gotten into breakfast, it's very difficult to enter that space today and commit the kind of marketing resources that we feel would be necessary to really entrench ourselves successfully," Brolick said at the time.

Wendy's breakfast is currently available in 300 test markets and will be fully available nationwide in the coming year.

 

kogalee-muhammad

Rising Star
Registered
Goddam, they need to get rid of that fuckin pork! :smh:

But if they do a chicken biscuit with egg, im down! :yes:

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:scared:













































:hmm:






































:scared:



























Aruh...
































:scared:



























:scared:





























Fuck it! Imma get clowned anyway!





























AAAGGGHHH!!!!!!! FUCK IT GODDAMMIT!!!! :angry:

















Them GODDAM BUTTER Biscuits look GOODER THAN A MUTHAFUCKA!!!! :yes:
 

kogalee-muhammad

Rising Star
Registered
They need to add some hotcakes/waffles
a chicken egg butter biscuit sandwich
a TURKEY sausage and egg butter biscuit sandwich
hashbrown
chicken roll with egg

:yes:
 

easy_b

ADOS are Russian assholes!!!
BGOL Investor
They see McDonald's doin well gettin that breakfast bag i guess and said fuggit.
I don’t like McDonald’s lunch anymore but the breakfast is still hanging on pretty good Burger King is pretty decent ( if the hashbrowns are hot ) with the egg and cheese croissant that’s why I mostly get.
 

The Plutonian

The Anti Bullshitter
BGOL Investor
They see McDonald's doin well gettin that breakfast bag i guess and said fuggit.
I ate the oatmeal and years ago the steak biscuit. Which was probably rat meat flavored with essence of beef. Coffee sucks now too. And. Every blue moon. The fries. That’s it. Period :(
 

Rembrandt Brown

Slider
BGOL Patreon Investor
"Breakfast Baconator"-- If Jay Leno was still hosting the tonight show, this would result in two weeks worth of jokes about "How much fatter do we need to be in America?"

Two slices of American cheese and swiss cheese hollandaise sauce is a bit much for a breakfast sandwich.
 
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respiration

/ˌrespəˈrāSH(ə)n/
BGOL Patreon Investor
I could see that Frosty-ccino taking off in a big way. It needs a better name though.

Also, there should be an option to have a burger patty instead of a sausage patty for the breakfast baconator.
 

Rembrandt Brown

Slider
BGOL Patreon Investor
I ate the oatmeal and years ago the steak biscuit. Which was probably rat meat flavored with essence of beef. Coffee sucks now too. And. Every blue moon. The fries. That’s it. Period :(
Do you think it has changed?

I can't tell the difference between them and Starbucks. So I'm a fan of their $1 coffee.
 

The Plutonian

The Anti Bullshitter
BGOL Investor
Do you think it has changed?

I can't tell the difference between them and Starbucks. So I'm a fan of their $1 coffee.
Yea, I went to about 4 different ones asking for coffee and it has definitely changed. I was mad :confused: managers was like it’s the same coffee. I said nah. Hell nah. It ain’t dude :angry:
 

The Plutonian

The Anti Bullshitter
BGOL Investor
My thinking...if you're starting from scratch..and in this time of healthier options...

Why not TRY to offer something a lil healthier?
That takes too much money and marketing. They’d rather just continue sending mf to their graves with the slop they’ve already perfected. Health be damned. Go to your deaths by ingesting this filth:smh:
 

big enos burrnet

Rising Star
BGOL Investor
McDonalds ol'dry ass biscuit sandwich....aint nothing touching that spicy chicken biscuit joint from chic fill a....dont mind trying that honey butter chicken biscuit...
 

Star

Rising Star
BGOL Patreon Investor
Take Me Back to 1985, Wendys had the good Breakfast
Those was omelette's
 
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