The full menu will include nine sandwiches and feature new side dishes such as potato wedges as well as a new blended coffee drink, the ‘Frosty-ccino.’
“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,” said Wendy’s President and Chief Commercial Officer Kurt Kane. “We’ve crafted unique sandwiches that will leave you craving another, like the Breakfast Baconator, which features a fresh-cracked egg, signature sausage patty and six strips of Applewood smoked bacon.”
Wendy’s currently offers select breakfast items at about 300 of its U.S. locations. The chain expects to spend about $20 million to hire about 20,000 employees and serve breakfast in all its stores, according to CNN.
“Launching breakfast in our U.S. restaurants nationwide provides incredible growth opportunities,” Wendy’s CEO Todd Penegor said in September. “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.”
Overall, breakfast is trending, with fast food restaurants everywhere updating breakfast menus. IHOP recently announced plans for its new store, Flip’d, which will serve freshly prepared breakfast to go. Dunkin’ launched a plant-based Beyond sausage breakfast sandwich, which the company said saw positive results.
And McDonald’s, which launched all-day breakfast in 2015, expanded its breakfast menu in January with two new chicken sandwiches.
To celebrate its launch, Wendy’s has become a “morning person” in a new digital marketing campaign. It will be releasing exclusive content, which will reportedly include surprise guests and sneak peaks, during morning hours.