After months of teasing on social media, Wendy’s released the rollout date for its breakfast options, and the Breakfast Baconator, Honey Butter Chicken Biscuit, and Frosty-ccino are three of the options.
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Offerings for the most important meal of the day start nationwide on March 2.
The fast-food burger chain, which brought in $437 million in revenue in the third quarter last year, announced that the updated menu will include freshly cracked eggs, smoked bacon and will bring a “fresh twist to familiar flavors” to pay “homage to Wendy’s fan favorites.”
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“People deserve a delicious, affordable and higher quality breakfast than what they're currently getting, so that's exactly what we're going to serve,” Wendy’s U.S. president and chief commercial officer Kurt Kane, said in a statement. “Our crew will be hand-cracking fresh eggs on all our breakfast sandwiches and leaning into the quality ingredients that have long set Wendy's apart from the competition.”
Also as part of the rollout, Wendy’s put “competitors on notice” on Twitter, throwing its hat in the fast-food breakfast battle, and will become a morning person by tweeting limited content, like surprise guests and exclusive sneak peeks, during peak morning hours.
“Yeah, we wouldn't wake up for your breakfast either,” Wendy's official account tweeted. “Don’t worry, on 3/2 there will be something worth waking up for. #WendysBreakfast.”
“Hey @McDonalds, roast us,” it added.
Competition for breakfast has heated up in fast food. Taco Bell recently introduced three new breakfast combos to their menu while Burger King and White Castle have offered a $5 coffee subscription and a trip to Belgium, respectively, as part of their offerings.
Meanwhile, McDonald’s has scaled back its all-day breakfast offerings at select franchises. But it’s still “unique among top brands for its ability to drive traffic steadily throughout the day,” a spokesperson for analytics firm Placer.ai told FOX Business.
When you compare McDonald’s to Wendy’s, it doesn’t yet come close to McDonald's round-the-clock appeal, the spokesperson said, but could tap into “the early morning from 7 a.m. through 10 a.m., where visits have yet to really find the same strength."
The NDP Group in a report estimates morning meal traffic has increased in the last several years as customers look for breakfast options that are low cost and portable.
Wendy’s stock is up 27 percent on the year.