News

Wendy's tests breakfast on home crowd

September 2, 2010

Wendy's has chosen its hometown to test out some new breakfast items, including sausage biscuits, bacon fire-roasted burritos, egg and cheese paninis, and artisan egg sandwhiches.

Wendy's, headquartered in Dublin, Ohio, will test the daypart in 10 Central Ohio restaurants, according to the Columbus Dispatch.

Wendy's/Arby's Group, the restaurant's parent company, has already begun testing breakfast in Phoenix, Pittsburgh and Kansas City, Mo.

Wendy's has been trying to figure out the perfect formula for its morning offerings for quite some time.

The company first tried out the breakfast daypart in 2006. That menu was expanded in 2007, but the chain announced in early January 2009 that it would stop serving breakfast at about 300 stores.

Earlier this year, however, the company announced an anticipated nationwide rollout of these new breakfast items beginning in 2011.

Considering market analysis, the timing seems right to try it again. In June, market research firm The NPD Group reported that breakfast accounted for nearly 60 percent of the restaurant industry's traffic increase throughout the past five years.