Wendy’s continues to build breakfast with bus stop pop-up

Providence, R.I., ‘restaurant’ launches systemwide deal promotion in ‘trial game’


Ron Ruggless, Nation's Restaurant News

Jul 15, 2021


The Wendy’s Co., which is into its second year of systemwide breakfast, highlighted a new meal deal promotion Wednesday with a bus-stop giveaway in Providence, R.I., that was aimed at building awareness.


The Dublin, Ohio-based quick-service brand, which launched breakfast systemwide in March 2020 right before the COVID-19 pandemic was declared, has been working to build awareness for the new daypart since communities began opening up.


The bus stop pop-up in Providence’s Kennedy Plaza was part of the company’s $15 million effort this year to wedge Wendy’s into consumers’ daily habits. It also launched a new systemwide meal deal of two select breakfast sandwiches — a choice of Sausage, Egg and Swiss Croissant; Bacon, Egg and Swiss Croissant; or Honey Butter Chicken Biscuit — for $4 through early August.


The company said the July 14 pop-up giveaway was...