Despite being a major player on the fast food scene for almost as long as speedy patties and industrial deep fat fryers have been a thing, Wendy’s has been historically resistant to breakfast. Whether it’s because the business has spent so long trolling competitors who have already made a success of the morning and they can’t take the inevitable criticism, or they just can’t be bothered to get up early, Wendy’s disciples have had to wait a lot longer for their fix than their Maccies or KFC counterparts. That, however, is all about to change.
After spending years as the only fast food pariah without a national breakfast menu, Wendy’s have finally announced plans to roll out their disparate morning offerings across the entire country. At some point in 2020, the company pledge that every Wendy’s will offer customers a rejuvenated menu, complete with entirely new additions to the lineup.
Among the new items on offer will be The Honey Butter Chicken Biscuit, The Breakfast Baconator and The Frosty-ccino. The chicken biscuit comes complete with a whipped honey butter blend, plus a strip of signature fried chicken, while the new Baconator features an egg, six strips of bacon, a breakfast sausage patty, two slices of American cheese, and swiss cheese hollandaise sauce on a bun. This can all be washed down with the Frosty-ccino’s cold-brew coffee, combined with either chocolate or vanilla Frosty cream.
Speaking in a statement at the time of the announcement, Wendy’s CEO Todd Penegor said:
"Launching breakfast in our US restaurants nationwide provides incredible growth opportunities. 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."
Love breakfast? Here's our Hashbrown Bun Bacon Breakfast Burger Recipe:
However, despite the enthusiasm around the announcement, there are some who have their doubts - not least because Wendy’s previous attempts at breaking into the breakfast business have had such mixed results. As the company’s ex-CEO, Emil Brolick said in 2014:
"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."
Here’s hoping that the new roll out can help Wendy’s finally succeed at the breakfast table.