Wendy's Reveals Plan To Launch Breakfast Menu Nationwide In 2020

The Junior Bacon Cheeseburger sandwich from Wendy's

The Junior Bacon Cheeseburger sandwich from Wendy's

Several of Wendy's competitors have revamped their breakfast menus within the past year to some success.

The chain's last major attempt at the meal happened in 2012.

Wendy's will start serving breakfast across the United States next year.

President and CEO of The Wendy's, Todd Penegor, stated that "We are well-positioned to pursue it".

"Launching breakfast in our US restaurants nationwide provides incredible growth opportunities", Wendy's President and CEO Todd Penegor said in a statement, adding that having Wendy's "fan favorites" on the breakfast menu will set it apart from the competition.

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On Sept. 9, the company announced a nationwide rollout for breakfast in 2020.

The company plans to hire roughly 20,000 new workers to make it happen.

FOX Business reached out to Wendy's for comment at the time of this report, however, the fast-food chain said it will reveal more information during its Investor Day on October 11, 2019. It's the biggest daypart at the country's second-largest chain, Starbucks, along with its rival, Dunkin'.

Wendy's, which now sells breakfast at 300 restaurants, said they will hire about 20,000 people as part of the $20 million expansion.

The breakfast push comes at a time when fast-food chains are locked in a battle to win customers amid aggressive discounting and more competition. Adding a third daypart in the morning would help reduce that gap. Taco Bell recently introduced three new breakfast combos to their menu while the likes of Burger King and White Castle have gotten creative in their marketing strategy with a $5 coffee subscription and a trip to Belgium. "To the extent that others want to spend a lot at the breakfast daypart, if that creates some opportunities for us at lunch and dinner as we continue to be focused on that business, we'll feel good about that", he said according to a transcript on financial services site Sentieo.

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