Wendy’s Gears Up For Breakfast, Challenges McDonald’s And Burger King To A Breakfast Battle

Wendy’s (WEN) is adding breakfast to its menu, starting on March 2, and the fast-food chain promises it will be anything but boring.

The restaurant is looking to offer a fresh selection of what it calls “craveable” and “bold” morning food options with a “fresh twist.” The new breakfast menu from Wendy’s will offer a range of items that it said pays homage to its traditional fan favorites, including items like the Breakfast Baconator, Honey Butter Chicken Biscuit, and Frosty-ccino.

"People deserve a delicious, affordable and higher quality breakfast than what they're currently getting, so that's exactly what we're going to serve when Wendy's launches breakfast nationally on March 2," Kurt Kane, president, U.S. and chief commercial officer at Wendy’s said in a statement.

"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,” he added.

To add to the enticement, Wendy’s notified its competitors that it is entering the “Breakfast Battle” on Twitter. Wendy’s challenged McDonald’s to roast it in a tweet, and at the time of writing, the golden arches had not responded nor had Burger King. Wendy’s also said it will be tweeting messages in the morning and will feature special guests and content.

Shares of Wendy's stock were up 2.90% as of 2:15 p.m. EST on Tuesday.