Wendy’s Is Trying To Do Breakfast—Again. Will It Work This Time Around?

Wendy's is betting $20 million that breakfast will work this time around

lost some groundBut McDonald’s is also a case study as to why breakfast can—and should—work in quick-service. The morning menu accounts for about 24% of the chain’s sales and is Plenty of fingers have pointed at Taco Bell as the biggest reason behind McDonald’s eroding market share in the daypart. , McDonald’s market share was 17.4% five years ago and 14.7% last year. Taco Bell added breakfast in 2014.

Arguably, where Wendy’s failed years ago, Taco Bell has thrived. As Robert Byrne, senior manager of consumer insights at Technomic, explains, “Taco Bell looked at the unit economics and made it worth franchisees’ investments.” Of course, it also helps that Taco Bell “came at breakfast with a completely different angle” with its Mexican-inspired offerings.

This time, Wendy’s will offer plenty of support to its franchisees. It will also come at breakfast with a very Wendy’s-esque angle, featuring signatures such as a Breakfast Baconator, Frosty-ccino and honey butter chicken biscuit. In a press release, CEO Todd Penegor said the company’s breakfast menu will “set us apart from the competition.”, then-CEO Emil Brolick called the breakfast daypart “a war.” Not much has changed since then; in fact, the space has become significantly more intense.

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