Wendy's Dabbling in Breakfast Again

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Wendy's Dabbling in Breakfast Again

07/07/2009
DUBLIN, Ohio -- Just months after retreating from its planned breakfast rollout earlier this year, Wendy’s recently performed consumer taste tests on numerous breakfast items, including sandwiches, warm breakfast bars and kids' dishes, according to Nation’s Restaurant News, which cited a participant in one the taste tests.

The participant, who asked not to be identified, attended a tasting panel in New Jersey. Among the made-to-order breakfast sandwiches tested were a fried egg on artisan bread with Asiago cheese, applewood-smoked bacon and hollandaise sauce. A second sandwich featured grilled sourdough bread, a fried egg, mozzarella cheese and bacon.

Other items tested there included a warm, apple-cinnamon flavor multigrain breakfast bar; multi-grain pancakes specifically for kids; and fresh fruit smoothies.

When asked by Nation’s Restaurant News about the taste test, Wendy's spokesman Bob Bertini said, "We are developing our breakfast and hope to introduce it nationally in a couple years, and we don't discuss the details for competitive reasons."

Wendy’s, which operates or franchises approximately 6,600 locations, retreated from its planned breakfast rollout early this year because items were not getting enough customer traction. The chain pulled back on test markets and the number of restaurants offering breakfast, and planned a new nationwide breakfast debut in 2011, the report stated.

Wendy’s is owned by Atlanta-based Wendy’s/Arby’s Group Inc.

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