Wendy's starting to count on breakfast fare


Aug 23, 2007

Wendy's International Inc. says it now expects to serve breakfast in nearly 750 restaurants in Canada and the United States by the end of the current third quarter.

That's later than originally planned, but in more restaurants. The new breakfast menu is considered key in Wendy's plan to boost sales.

The chain is already offering breakfast fare at 500 locations.

"Reaching the 500-store level is a milestone, but far more gratifying is the repeat business we're experiencing and the continuing positive feedback from customers about our fresh, high-quality breakfast menu," Wendy's chief executive Kerrii Anderson said in a statement yesterday.

Wendy's breakfast offerings include a Steak and Egg sandwich, a Grande Breakfast Burrito and a Buttermilk Frescuit, which is a type of biscuit made with egg, cheese and bacon. Wendy's also offers a proprietary blend of Folgers coffee and several cheaper items, such as sausage biscuits and cinnamon rolls.

Wendy's, the third-largest hamburger chain, has been struggling to improve sales at its 6,300 restaurants in Canada and the United States in the face of stiffer competition from rivals McDonald's Corp. and Burger King Holdings Inc.

In June, Wendy's said it was considering putting itself up for sale.