Set your alarm clocks and sharpen your finest cutlery. The next battle in the fast food wars will be fought at dawn. Wendy’s will soon expand its breakfast menu nationwide. But the burger chain isn’t just trying to carve out its own piece of land among morning diners. Armed with fresh eggs, it has placed McDonald’s squarely in its sights. But don’t worry, because for customers, this war won’t have any casualties, only winners. Well, except for our waistlines. Those are definitely going to suffer. Suffer real good.
Wendy’s has announced (in news we first heard at CBS Austin) that starting on March 2 its breakfast menu will be sold at all of its stores. Currently, its early morning selection is only available at select participating restaurants. The fast food company first revealed its plans to enter the breakfast market in September of 2019. Clearly its limited test run has proven a success.
It knows though that this full foray won’t be easy. Wendy’s will be competing with an old foe who has a long history serving breakfast to a devoted fan base—McDonald’s. Rather than try and establish itself as an alternative though, the company is going right after its biggest competitor. This is how Wendy’s described their new morning menu venture in their official statement:
“March 2, fans can say goodbye to their tired, old, stale breakfast and instead get their hands on a selection of fresh, craveable, bold new morning options. From fresh, hand-cracked eggs on every sandwich, to savory Applewood smoked bacon, Wendy’s breakfast menu brings a fresh twist to familiar flavors and pays homage to Wendy’s fan favorites—featuring items like the Breakfast Baconator, Honey Butter Chicken Biscuit, and Frosty-ccino, breakfast will never be the same.”
“Tired, old, stale breakfast.” Not much mystery who they are talking about there. But just in case it wasn’t clear who they meant, the company’s Twitter account made sure it was. They had former McDonald’s chef Mike Haracz taste test their breakfast options.
Kurt Kane, President, U.S. and Chief Commercial Officer of The Wendy’s Company also made clear they’re targeting customers by offering a fresher product. “Our crew will be hand-cracking fresh eggs on all our breakfast sandwiches and leaning into the quality ingredients that have long set Wendy’s apart from the competition. We’ve crafted unique sandwiches that will leave you craving another, like the Breakfast Baconator, which features a fresh-cracked egg, signature sausage patty and six strips of Applewood smoked bacon.”
As part of the announcement Wendy’s official Twitter account “will also become a ‘morning person,’ releasing limited content during peak morning hours (featuring surprise guests and exclusive sneak peeks).”
In the meantime you can prepare for the next fast food battle. Go buy bigger pants. They’re likely to be the only casualty of this delicious war.
Featured Image: Wendy’s