Friday, 20 September, 2019

Wendy's announces Frosty-ccino, more for new breakfast menu

Wendy's Getty Wendy's will start serving a breakfast menu next year
Ginger Lawrence | 11 September, 2019, 10:24

Interestingly enough, Chew Boom featured Wendy's hard-to-find breakfast menu back in July. The company announced its ambitious plan on Monday, according to CNN Business. And McDonald's also reported strong sales earlier this year, which were boosted by the donut sticks.

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

The launch will provide "incredible growth opportunities", Todd Penegor, president and CEO of The Wendy's Company, said in a statement.

The company said Monday that its taking breakfast nationwide next year with a new menu inspired by its afternoon menu and, obviously, includes a Frosty made for breakfast.

The Frosty-ccino: Cold-brew coffee mixed with either chocolate or vanilla Frosty cream.

After testing breakfast items, including a bacon sandwich and a honey butter chicken biscuit, at about 300 stores, the fast-food giant is going nationwide.

This time, it's for the return of Wendy's breakfast. Wendy's average unit volumes were $1.6 million in 2018, according to data from Restaurant Business sister company Technomic.

GettyWendy’s is expanding its current menu

Wendy's is set to join the ranks of McDonald's, Burger King, Taco Bell, Hardee's and other fast food outlets that serve breakfast.

However, this isn't the first time the food chain has attempted to roll out a breakfast menu.

Wendy's shares fell as much as 8.9 per cent to US$20 in late trading after the announcement, before paring some of the loss.

GettyWendy's is expanding its current menu.

But analysts at BTIG, which downgraded the stock to neutral from buy, are less optimistic because of the cost involved.

Wendy's gearing up to win a much bigger bite of the USA breakfast business with an expansion plan that might boost business in the long run but will eat into near-term profitability.

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