Wendy’s fans no longer have to dream about a Breakfast Baconator. The breakfast item is just one of many on Wendy’s new breakfast menu, which is currently only available in about 300 locations. The fast-food chain announced Monday it’s launching breakfast across all U.S. restaurants in 2020.
While other brands, like McDonald’s and Burger King, have expanded their breakfast offerings in recent quarters, Wendy’s hasn’t focused on the morning daypart. From LTOs to market testing, Wendy’s breakfast menu has gone through many different phases over the years. Although breakfast at Wendy’s goes back to the 1980s, this is the first time the chain is launching an extended menu.
"Launching breakfast in our U.S. restaurants nationwide provides incredible growth opportunities," Todd Penegor, president and CEO of The Wendy's Company, said in a statement. "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."
In order to support the company as it expands into breakfast, Wendy's plans on hiring about 20,000 crew members across the country. The company will also make a one-time investment of $20 million to support the U.S. locations in advance of the launch.
Wendy’s breakfast menu features signature ingredients from the brand and integrates them into breakfast items. The lineup includes the Breakfast Baconator, Frosty-ccino, and Honey Butter Chicken Biscuit.