Wake Up and Smell the Bacon! Wendy's Is Bringing Back Breakfast to All Locations

According to QSR, in 2020, Wendy’s plans to roll out its breakfast menu to all locations. Exclusive items such as the Breakfast Baconator and Honey Butter Chicken Biscuit are currently only available at 300 of the brand’s 5,824 locations nationwide. 

Launching a new menu item is an easy way for a QSR brand to build buzz, and it often works to great effect—note the recent chicken sandwich wars, or various brands’ introduction of plant-based meats. Wendy’s opening its doors to a new market of early-morning diners could be huge for the brand overall. 

"Launching breakfast in our U.S. restaurants nationwide provides incredible growth opportunities," Todd Penegor, Wendy’s CEO, told QSR. "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."

It might surprise some Frosty fanatics that Wendy’s breakfast menu goes all the way back to the 1980s, but many fans of the Old-Fashioned Hamburger concept have probably never stepped foot inside of a Wendy’s before 11 a.m. (Or at least, this writer hasn’t—but maybe the Breakfast Baconator is just the motivation needed). 

With the new extended menu, Wendy’s also plans on hiring 20,000 crew members to accommodate this launch. 

Read the full story in QSR here.