'We have a menu that can compete, a low-investment and a high-return model for our franchise community,' Wendy's CEO Todd Penegor tells CNBC.
Despite the more than 10% stock price decline on Sept. 10 coming off the announcement, the franchise is betting that its $20 million investment in the competitive morning-side meal market will pay dividends.
Wendy's is already serving breakfast food in more than 300 restaurants and expects to roll it out in all of its roughly 6,180 U.S. stores next year. The breakfast menu includes the Breakfast Baconator, Frosty-ccino and Honey Butter Chicken Biscuit. "[Twenty thousand] seems like a big number, but when you think about it as three per restaurant it's not going to be that hard. It's a great day part to staff, it's very convenient for folks to come in in the morning and be done by lunch time," Penegor said. "So we feel good about our employment proposition to bring folks in and create a great experience for them.", however.
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