Wendy’s is making its biggest attempt yet to snag a bite of the breakfast business, and its competitors are armed with deals that just so happen—OK, were absolutely, totally planned—to coincide with the launch.
Wendy’s officially launches its breakfast menu on March 2, though many of its restaurants are already serving the Breakfast Baconator and other delicacies.
Wendy’s has had limited success in past attempts to crack into the breakfast business. This time, it seems to be much more prepared—although so do its rivals. The fast-food restaurant chain announced its 2020 breakfast intentions back on Sept. 9 and unveiled its March 2 launch date on Feb. 4.
“Since everybody knows there’s a new entrant coming into the breakfast daypart, we would have expected it to be highly competitive, and that’s what we’re seeing,” Wendy’s CEO Todd Penegor said in a conference call on Feb. 26.
McDonald’s on Friday said it is calling Monday, March 2 "National Egg McMuffin Day." It’s offering anyone with its app a free Egg McMuffin from 6 a.m. to 10:30 a.m. on Monday, which of course is the same day as Wendy’s big rollout. McDonald’s has already been promoting value deals such as 2 for $4 offers on the Sausage McMuffin with Egg, Bacon Egg & Cheese Biscuit, and Bacon, Egg & Cheese McGriddles.
Wendy’s, meanwhile, hired McDonald’s former chef Mike Haracz to promote its breakfast on social media and on TV.