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A big part of Wendy's International Inc. (NYSE:WEN) presentation to its stockholders recently was its plans to reintroduce a breakfast menu. According to an interview with Wendy's chief marketing officer in Columbus Business First, about one in three test restaurants are pulling in $3,000 a week in breakfast sales.

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.

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Wendy's breakfast plans originally appeared on BloggingStocks on Wed, 14 Feb 2007 14:56:00 EST. Please see our terms for use of feeds.

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