The company has settled on a typical menu of egg, bacon/sausage and cheese sandwiches on a biscuit similar to the bread used on its new line of Frescata sandwiches. It will also offer its own versions of the morning burrito and French toast sticks.
Wendy's is all too aware of the value competition in this market. Burger King Holdings, Inc. (NYSE:BKC), for example, is set to introduce a new slew of sub-dollar choices. Look for Wendy's to do the same. Coffee is a big part of the draw, and its choice of a coffee partner has yet to be announced. Wendy's may be willing to pay to tie in a name-brand to elevate the breakfast appeal.
To back the launch, the company is planning a $30 million ad campaign over the next two years, specifically for breakfasts.
Wendy's first introduced breakfast in 1985, but ran into a number of problems: the food wasn't convenient to eat with one hand while driving, and it took too long to prepare (made to order omelets? Who wouldn't have been able to see a problem there?). Worst of all, stores found it difficult to switch over from one meal to the next, and consequently the all-important lunch traffic suffered quality and speed problems. Wendy's is adamant that these mistakes won't be repeated.
And it shouldn't. Wendy's had decades to watch McDonald's Corp. (NYSE:MCD) polish this sector of the business. If Wendy's can match price -- and our taste for high-fat breakfast foods remains constant -- it should be able to wiggle into a place in the breakfast line.
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Reader Comments (Page 1 of 1)
2-15-2007 @ 6:24PM
garnette parham said...
In responces to Wendy's advertistment, serving breakfast. I'd like to be able to buy turkey sausage for breakfast although, i don't east pork or beef. Please keep that in mind.
Garnette Parham
2-16-2007 @ 7:31AM
John Sanders said...
In respones to Wendy's serving breakfast would be good for me because Wendy's is the only place on the way to work were I don't have to go out of my way.
2-16-2007 @ 7:31AM
John Sanders said...
Great. I have alway's liked Wendy's food.
2-16-2007 @ 7:31AM
Tom said...
Wendy's breakfast from years ago may have been somewhat inconvenient for one-handed eating, but the quality, as with just about all of Wendy's products was top-notch
2-16-2007 @ 8:29PM
jack haley said...
Wendy's seems to fail at business plans. A combined Wendy's and Tim Horton's in the same store was a good idea. Tim Horton's was spun off and is not a formidable competitor alone. They needed each other!
2-24-2007 @ 1:15PM
Sheryl said...
I remember going to Wendy's for breakfast in the late 80's in Jacksonville, Fl., but when I moved to TN then to TX, no one believed me. For a minute I thought I was going crazy, but I do remember, because I was so addicted to the french toast! I do hope they re-introduce the breakfast menu, especially near the military facilities, I think they will generate a generous profit.
2-25-2007 @ 11:08PM
Ron said...
How about LOW SALT items -- at least a couple. I DON'T OFTEN buy the HIGH SALT items, but would LOVE to start being able to do Fast-Food Breakfast again.
The bacon or sausage AND biscuit ALREADY have enough Salt, so DON'T NEED to add it to eggs, and SKIP cheese (lower cost AND salt)on 'em.
Don't SALT the HashBrowns. Let folks add their own.
I'm SERIOUS -- I'd LIKE to buy 'em.
Ron, -- La Mesa, CA
3-19-2007 @ 2:30PM
joe bosik said...
I think that they should make the breakfast foods as unhealthy as possible, perhaps by offering a sandwich with more than one meat, or perhaps some scrapple. Some sort of deep fried potato product like hash browns should also be offered with the option of a side of cheese whiz. Milkshakes for breakfast always get me going in the morning, or has anyone thought of a breakfast eggroll. Just imagine the fattening posibilities.