NATIONAL NEWS

Wendy’s Relaunches Breakfast, Plans To Hire 20,000 In US

Sep 10, 2019, 3:55 PM
FILE: A Wendy's sign outside a restaurant in Daly City, California. (Photo by Justin Sullivan/Getty...
FILE: A Wendy's sign outside a restaurant in Daly City, California. (Photo by Justin Sullivan/Getty Images)
(Photo by Justin Sullivan/Getty Images)

DUBLIN, Ohio (AP) — Wendy’s said Monday it’s relaunching breakfast across the U.S. next year, the latest fast-food chain to amp up its offerings as more consumers eat out in the morning.

The Dublin, Ohio-based company said it will spend $20 million this year and help franchisees hire 20,000 employees so restaurants can extend their hours and menus. Wendy’s lowered its 2019 earnings forecast and withdrew its 2020 financial guidance, saying it will provide updated goals next month.

The company’s shares dropped 11% to $19.48 in afternoon trading.

Wendy’s now serves breakfast at 300 U.S. restaurants. It has around 5,800 locations nationwide.

Among other things, Wendy’s will offer a Frosty-ccino — a version of its ice cream with coffee in it — and a Breakfast Baconator, which has two kinds of cheese, sausage, bacon and eggs on a bun.

This will be Wendy’s fourth foray into the breakfast market; its most recent attempt was in 2012, when it tried serving steel-cut oatmeal and artisan breakfast sandwiches.

In a note to investors, Bernstein analyst Sara Senatore said breakfast is a difficult market for restaurants to crack because consumers’ breakfast habits are so ingrained. She also said franchisees may lose patience with the initial investment and hit to profits.

“We think the market is likely to be skeptical of this newest effort to offer breakfast given past failures,” Senatore wrote.

Still, restaurants are feeling pressure to compete at breakfast because it’s a growing category in an otherwise stagnant market. Over the last five years, breakfast is the only time of day that has seen steady year-over-year growth in the fast food industry, according to NPD Group, a consulting firm. In July, breakfast traffic was up 1% over last year; dinner traffic was flat.

Over the last few months, Panera Bread has revamped its breakfast menu and Burger King has offered a $5 monthly coffee pass.

KSL 5 TV Live

Top Stories

National News

Law enforcement officers aim their weapons at a home during a standoff in Grants Pass, Ore., on Tue...
Associated Press

Oregon kidnapping suspect dies of self-inflicted gunshot

The suspect in a violent kidnapping in Oregon has died of a self-inflicted gunshot wound.
1 day ago
Federal Reserve Board Chairman Jerome Powell speaks during a news conference after a Federal Open M...
Christopher Rugaber, AP Economics Writer

Fed lifts rate by quarter-point and signals more hikes ahead

The Federal Reserve extended its fight against high inflation Wednesday by raising its key interest rate by a quarter-point, its eighth hike since March.
1 day ago
Six-year-old Mason Stonehouse was playing on his dad’s phone before bedtime and spent about $1,00...
CNN

Michigan six-year-old orders $1,000 worth of food on Grubhub

A six-year-old as playing on his dad's phone before bedtime and spent about $1,000 on Grubhub orders.
1 day ago
FILE - U.S. Secret Service agents are seen in front of Joe Biden's Rehoboth Beach, Del., home on Ja...
Eric Tucker, Colleen Long and Zeke Miller, Associated Press

Biden lawyer: FBI finds no classified docs at beach house

The Federal Bureau of Investigation searched President Joe Biden's vacation home in Rehoboth Beach, Delaware, on Wednesday without finding any classified documents, the president's personal attorney said.
1 day ago
Soundgarden performs on stage for Guitar Hero game...
Mark Kennedy, Associated Press

Missy, Willie and George Michael among Rock Hall nominees

Missy Elliott, Willie Nelson, Kate Bush, Iron Maiden, Cyndi Lauper, Soundgarden, Sheryl Crow and the late George Michael are nominees for 2023 induction into the Rock & Roll Hall of Fame, a list that includes a mix of country, soul, hip-hop, metal, pop, rap-rock and grunge.
1 day ago
Mourners sit next to a candle display during a vigil for Tyre Nichols at Regency Community Skatepar...
Aaron Morrison and Travis Loller, Associated Press

‘We’re all Tyre’: Family prepares to lay Nichols to rest

The family of Tyre Nichols plans to lay him to rest Wednesday, three weeks after he died following a brutal beating by Memphis police that was captured on disturbing video that prompted nationwide protests and renewed calls for police reform.
1 day ago

Sponsored Articles

vintage photo of lighting showroom featuring chandeliers, lamps, wall lights and mirrors...
Lighting Design

History of Lighting Design | Over 25 Years of Providing Utah With the Latest Trends and Styles

Read about the history of Lighting Design, a family-owned and operated business that paved the way for the lighting industry in Utah.
Fiber Optical cables connected to an optic ports and Network cables connected to ethernet ports...
Brian Huston, CE and Anthony Perkins, BICSI

Why Every Business Needs a Structured Cabling System

A structured cabling system benefits businesses by giving you faster processing speeds and making your network more efficient and reliable.
notebook with password notes highlighted...
PC Laptops

How to Create Strong Passwords You Can Actually Remember

Learn how you can create strong passwords that are actually easy to remember! In a short time you can create new ones in seconds.
house with for rent sign posted...
Chase Harrington, president and COO of Entrata

Top 5 Reasons You May Want to Consider Apartment Life Over Owning a Home

There are many benefits of renting that can be overshadowed by the allure of buying a home. Here are five reasons why renting might be right for you.
Festive kitchen in Christmas decorations. Christmas dining room....
Lighting Design

6 Holiday Decor Trends to Try in 2022

We've rounded out the top 6 holiday decor trends for 2022 so you can be ahead of the game before you start shopping. 
Happy diverse college or university students are having fun on their graduation day...
BYU MBA at the Marriott School of Business

How to Choose What MBA Program is Right for You: Take this Quiz Before You Apply!

Wondering what MBA program is right for you? Take this quiz before you apply to see if it will help you meet your goals.
Wendy’s Relaunches Breakfast, Plans To Hire 20,000 In US