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Trend Watch: Wendy's Getting Back in the Breakfast Biz

Hot & Cool Trends

Wendy’s has been making noises about getting back into the breakfast business for some years now. After making an aborted run at the morning daypart a couple decades ago, the burger chain from Dublin, Ohio, has since watched from the sidelines as trend-setters McDonald’s, Burger King, Hardee’s and others have made hay at the break of day.

Now it looks like Wendy’s is getting serious about getting back in the fray. Company execs said last week that a fourth test market—San Antonio—has been added for its Fresh Made Breakfast program. The chain hopes to have the breakfast menu in 1,000 units by the end of this year. Wendy’s has also put up a new breakfast website.

At the core of Wendy’s new breakfast menu is what the company calls an Artisan Egg Sandwich, made with eggs, natural Asiago cheese, choice of fresh-cooked applewood smoked bacon or all-natural sausage, and Hollandaise sauce on a honey-wheat artisan muffin toasted to order.

With other breakfast newcomers such as Subway and even Domino’s getting into the act, Wendy’s may find it tough to stand out in a crowded field. But the breakfast segment is the fastest-growing daypart for quick-service restaurants right now, so it’s understandable that the chain would want to go after a slice of that business.

It will be fun to watch. I suspect Wendy’s founder Dave Thomas will be keeping score from above.

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