Wendy's to open for breakfast, hire 20000 workers

  • Wendy's to open for breakfast, hire 20000 workers

Wendy's to open for breakfast, hire 20000 workers

Wendy's is the latest to announce a big investment in getting morning customers.

To support the breakfast launch, Wendy's said, the company and its franchisees plan to hire about 20,000 employees.

The Dublin, Ohio-based chain, which has attempted breakfast in the past, announced September 9 it plans to expand morning meal offerings nationwide. Here are three items.

Frosty-ccino combines cold brew coffee with either chocolate or vanilla Frosty cream. It's a buttermilk biscuit sandwich with crispy (read: fried) white meat chicken breast and whipped honey butter.

The Breakfast Baconator fits a lot into a bun: an egg, six strips of Applewood smoked bacon, one square breakfast sausage patty, two slices of American cheese and a Swiss cheese Hollandaise sauce.

Here's what Wendy's is thinking.

Competition in the breakfast category has been heating up in the fast-food industry.

The new offerings announced this week include some of the same items Wendy's now offers in the 300 stores that sell breakfast.

Wendy's has decided it can sit on the sidelines no more. A full menu and prices will be released later this year.

Wendy's is not the only fast food chain focusing on breakfast.

Wendy's estimates they'll spend roughly $20 million to roll out breakfast nationwide.

The launch will provide "incredible growth opportunities", Todd Penegor, president and CEO of The Wendy's Company, said in a statement.

But analysts at BTIG, which downgraded the stock to neutral from buy, are less optimistic because of the cost involved.

Interestingly enough, Chew Boom featured Wendy's hard-to-find breakfast menu back in July. Panera started rolling out improvements to its breakfast offerings in the spring.

It has paid off for Dunkin' and McDonald's so far (Panera is owned by a privately held company). Only about 300 of its 5,810 stores in the United States now offers breakfast.