Wendy’s Says Breakfast Is Coming — Seriously

Now that The Wendy’s Company has shed the weight of the floundering Arby’s brand from their corporate portfolio, the brand has reissued their focus on new systemwide Wendy’s breakfast push. The analyst call that took place earlier today showcased the brand’s looming “Redhead Roasters” program, the name for the restaurant’s upgraded coffee platform. Part of the new initiative will be a new Iced Coffee.

Wendy’s Breakfast Challenges

The company now faces the challenge of getting its franchisees to share the corporate excitement about these future breakfast and coffee opportunities. Wendy’s in Manhattan is noted to be adding breakfast this quarter, hoping to test baked goods including muffins, sweet rolls and bagels. Wendy’s is offering low-cost loans to its operators to help with the $25,000 per-unit investment needed to accomodate the availability of breakfast offerings in 1,000 locations by year-end.

Wendy’s fans, are you excited for the chance to have breakfast and coffee before your baconator?