Wendy's Co. WEN, -1.92% said late Monday it will offer its breakfast menu nationwide starting next year, at a cost of about $20 million. Frosty-ccinos, Breakfast Baconators, and other breakfast items are already served in more than 300 Wendy's locations, but expanding the menu across the U.S. "provides incredible growth opportunities" for the company, Chief Executive Todd Penegor said in a statement.
The company also disclosed it expects to make one-time investments around $20 million this year to support the launch. The company has removed its 2020 outlook as it intends to update it and provide additional long-term guidance at its investor day on Oct. 11. For 2019, the company said it expects adjusted earnings to be flat to down 2% and adjusted EPS down 3.5% to 6.5% as a result of the breakfast investment. Wendy's shares fell 0.
Breakfast at Wendys could be a hit - 36% of Americans age 18+ say they are at least “somewhat likely” to give it a try and 13% say they'll frequent Wendy's more often because they offer breakfast. ClaudiaAssisMW
Breakfast can mean a lot. Gordon Ramsay has proven that you need to sell as few menu items as possible to be successful and serve good fresh food.
20 mil? what a joke. They make that in a day
All they need is a chicken sandwich, duhh. 🤦🏼♂️
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