News

Wendy's wakes up breakfast QSR category with today's launch

Photo compilation: Provided

March 2, 2020

Wendy's is now officially an early-morning QSR player again, as the brand kicked off the start of its well-publicized breakfast this morning, also adding it expanded the honey butter chicken biscuit giveaway it originally announced Friday in just Florida and Georgia to all national locations. In fact, that giveaway came immediately after competitor McDonald's said Friday it would be giving away free Egg McMuffins on Monday, which the Golden Arches claimed was to celebrate the Egg McMuffin's "nearly" 50-year anniversary, though many called McDonald's true motives into question. 

Today, at Wendy's, that free offering is tied to customers buying another item at the same time and downloading the brand's mobile app. The brand's CMO also appeared to take a swipe at competitor McDonald's with a comment in its launch news release about the glories of Wendy's honey butter chicken biscuit. 

"To date, some others in the category have let breakfast consumers down by offering breakfast sandwiches with frozen, folded eggs and precooked bacon. Today, all that changes," Wendy's CMO Carl Loredo said in the release. "We are known for our high-quality food, and breakfast is no different. Try any of our craveable items — we believe this menu will become your favorite."

Wendy's breakfast menu plays up the brand's use of fresh and Applewood-smoked bacon with items like the breakfast Baconator and aforementioned honey butter chicken biscuit. Wendy's also launched its Frosty-ccino for mornings featuring cold-brew coffee with either chocolate or vanilla Frosty creamer served over ice. The brand now has more than 6,700 restaurants worldwide.