LOS ANGELES 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)