Wendy's to serve breakfast in 750 restaurants

LOS ANGELES Wed Aug 22, 2007 5:46pm EDT

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LOS ANGELES (Reuters) - Wendy's International Inc WEN.N said on Wednesday it now expects to serve breakfast in nearly 750 of its restaurants in the United States and Canada by the end of the current third quarter.

The company had previously said it planned to offer its new breakfast menu in more than 650 restaurants by the end of August. The breakfast menu is a key initiative in Wendy's plan to boost sales and revitalize its business.

Wendy's said that at this point it is offering its breakfast fare at 500 locations.

"Reaching the 500-store level is a milestone, but far more gratifying is the repeat business we're experiencing and the continuing positive feedback from customers about our fresh, high-quality breakfast menu," Wendy's Chief Executive Kerrii Anderson said in a statement.

Wendy's breakfast offerings include a Steak and Egg sandwich, a Grande Breakfast Burrito, and a Buttermilk Frescuit -- a type of biscuit made with egg, cheese and bacon. It also offers a proprietary blend of Folgers coffee and several cheaper items, such as sausage biscuits and cinnamon rolls.

Wendy's, the No. 3 hamburger chain, has been struggling to improve sales at its 6,300 restaurants in the United States and Canada in the face of stiffer competition from rivals McDonald's Corp (MCD.N) and Burger King Holdings Inc BKC.N.

In June, Wendy's said it was considering putting itself up for sale. A special committee of Wendy's board directors is also weighing making changes to the company's capital structure or revisions to its strategic plan.

Wendy's shares rose 49 cents, or 1.5 percent, to $32.59 on the New York Stock Exchange.

(Reporting by Jessica Wohl and Nichola Groom)

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