Wendy’s abandoning breakfast at some restaurants
Dan Eaton - Columbus Business First
Jan 17, 2013, 12:48pm EST
Wendy’s Co.’s breakfast test is getting smaller before it gets bigger.
The Dublin-based fast-food chain put breakfast expansion on the back burner months ago, but Wednesday said it’ll pull the morning meal from a number of restaurants where it isn’t working. That number wasn’t revealed in a conference call for stock analysts.
CEO Emil Brolick said the company will continue to support breakfast in the 375-400 restaurants that serve the meal, but the test isn’t expanding anytime soon.
“Breakfast is not really going to be a top priority for us in the next three-year period of time,” he said. “Longer term, we might well come back to it, but that’s when we find a much more profitable way to approach that daypart opportunity.”
Wendy’s (NASDAQ:WEN) is taking a $14.6 million charge for equipment in those sites that are abandoning breakfast...