Wendy's eyes menu upgrade

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Looking to rise and shine

The brand also remains optimistic that the breakfast platform being tested in seven markets would be a big opportunity for Wendy’s to grow sales in the near future and over the long term. Wendy’s planned breakfast items like the Artisan Egg Sandwich, Grilled Breakfast Panini or Warm Oatmeal Bar are supposed to fulfill the brand’s intended “five-star food for three-star prices” positioning.

Though Wendy’s said in earlier conference calls that it intended to introduce breakfast in 1,000 locations by year-end, the chain will no longer update analysts on incremental milestones toward a systemwide launch. The key to spreading the menu to more locations would be integrating the Redhead Roasters coffee program and bakery items in test with the breakfast sandwich line also being tested, Brolick said.

“We want to go out there with an offering that’s distinctive,” he said. “We feel that by taking the approach we’re taking, we are ultimately going to have a much stronger and more successful offering in this arena.”

Wendy’s needs to take advantage of growth projected for the breakfast daypart over the next 10 years, Brolick said. He added that Wendy’s would advertise the morning meal consistently and aggressively, like McDonald’s.

Getting Wendy’s locations prepared for breakfast also will require ongoing investments in training staff to improve service and to remodel restaurants along one of the brand’s four prototypes being tested, Brolick said.

“Demographics support this, because as people age, they like to spend more time in the restaurants,” he said. “With the launch of breakfast, we know we have to do better in the dining room, particularly on weekends.”

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN