Wendy’s new morning menu will officially launch March 2, as announced on the brand’s Twitter feed
“We have a really good understanding of what it’s going to take for us to drive guests counts to positive in the U.S. It starts with breakfast,” CEO Chris Kempczinski said during the call. “Breakfast is the only daypart in the industry that’s seeing traffic growth. We have to win at breakfast.”remains a rare bright spot in an otherwise stagnant industry. Breakfast visits have risen 7.7% in the last five years, while lunch and dinner have remained flat.
“Then certainly, we plan on remaining competitive from a value standpoint in breakfast,” Kempczinski said. Intriguingly, Wendy’s also plans to woo early risers with some chicken–a honey butter chicken biscuit. So, as Chick-fil-A continues to gain more market share throughout all dayparts, the chicken sandwich competition that dominated the 2019 fast food narrative is likely to trickle into the breakfast space.
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