Wendy's Introduces A Key Breakfast Item

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While some morning dishes, like the Egg McMuffin, have cult followings, most fast food restaurants ignore breakfast.

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MCD's 25% breakfast sales in the U.S. are among the highest in the industry, whereas Yum! Brands (YUM)-owned Taco Bell typically serves only a few morning dishes.

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Wendy's has stood out in the three years following the pandemic. After expanding its breakfast menu to include French Toast Sticks in 2021, Wendy's saw breakfast sales rise from 8.5% to over 10% in a few months. The chain continues to invest heavily in breakfast.

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The new Breakfast Burrito, available at Wendy's nationwide starting Jan. 22, combines two scrambled eggs, six strips of applewood-smoked bacon, seasoned potatoes, two slices of American cheese, and Swiss cheese sauce in a flour tortilla.

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The 720-calorie monster will cost $3.29 at Wendy's nationwide (prices may vary depending on local egg prices.) Each burrito will come with two packets of Cholula Original Hot Sauce to honor its Tex-Mex roots.

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"With our new Breakfast Burrito, we've carefully balanced taste and convenience to create a portable masterpiece," said Wendy's Global Vice President of Culinary Innovation John Li.

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Unlike many LTOs in recent years, Wendy's new breakfast item is a permanent addition to the breakfast menu, alongside the Sausage, Egg, and Cheese Croissant and the Breakfast Baconator .

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Industry insiders also believe the item will be a riff on Taco Bell's morning burritos or McDonald's Sausage Burrito. Even though they account for a modest fraction of chain sales, both breakfast products have a decades-long fan base.

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