Wendy's Co.is gearing up to win a much bigger bite of the USA breakfast business with an expansion plan that might boost business in the long run but will eat into near-term profitability.
The launch will provide "incredible growth opportunities", Todd Penegor, president and CEO of The Wendy's Company, said in a statement.
But, next year, they'll start serving it up at locations all across the U.S.
"Breakfast Baconator" is an egg, several slices of bacon, a sausage patty, two slices of American cheese and a dollop of hollandaise sauce.
"Frosty-ccino" is a Frosty milkshake infused with cold brew coffee.
The Honey Butter Chicken Biscuit is pretty self-explanatory.
The Honey Butter Chicken Sandwich: Fried chicken and whipped honey butter on a biscuit.
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The fast food chain already serves some breakfast items at roughly 300 locations, but as of 2020, will expand its breakfast offerings nationwide. Wendy's could use the boost.
So far, Wendy's entrance into the breakfast wars is making some investors feel nauseous: The company's stock fell 9% on Tuesday - on pace for its worst day in almost six years. And, of course, all the chains face competition from people opting to eat breakfast at home or grabbing quick meals from numerous other restaurants, including Starbucks, Dunkin' and Chick-fil-A.
The fast-food chain plans to launch breakfast nationwide in 2020.
To support the move to breakfast, Wendy's said the company and its local franchisees plan to hire around 20,000 new crew members across the country.
All of this work carries upfront costs.
According to Wendy's, it will spend around $20 million for the roll out of the breakfast menu. McDonald's has been one of the industry leaders since the 1970s, when the company started letting owners of its franchise stores sell breakfast foods, CNN reported. The company said it plans to give additional long-term guidance at its investor meeting on October 11.
Wendy's now expects earnings per share, excluding some items, to decline between 3.5 and 6.5 per cent in 2019.