Wendy’s Relaunches Breakfast, Plans To Hire 20,000 In U.S.

WWJ News
September 10, 2019 - 11:37 am
wendys breakfast

(Photo: Wendy's)


DUBLIN, Ohio (WWJ/AP) - Wendy's is relaunching breakfast across the U.S. next year, the latest fast-food chain to amp up its offerings as more consumers eat out in the morning.

Testing it out, Wendy's currently serves breakfast at 300 restaurants across the U.S., including at the Wendy's on Wixom Rd. in Wixom (available from 6 a.m. until 10:30 a.m.)

The company has around 5,800 locations nationwide.

"Launching breakfast in our U.S. restaurants nationwide provides incredible growth opportunities," said Wendy's President and CEO Todd Penegor, in a news release. "We are well-positioned to pursue it. We believe we have the right team and structure in place, and we put Wendy's fan favorites on our breakfast menu to set us apart from the competition."

The Dublin, Ohio-based company will spend $20 million this year and help franchisees hire 20,000 employees to support the effort. Wendy's lowered its 2019 earnings forecast and withdrew its 2020 financial guidance, saying it will provide updated goals next month.

In a note to investors, Bernstein analyst Sara Senatore said breakfast is a difficult market for restaurants to crack.

The company's shares dropped 9% to $19.98 in morning trading.

This will be Wendy's fourth foray into the breakfast market, as some may recall that breakfast was offered at many locations back in the 1980s. It's most recent attempt was in 2012.