This shouldn't be hard. Give me a hot sandwich and a cold drink at a reasonable price, and do it fast. Wendy's is hiring an additional 20,000 employees to make it work.
I suspect coffee and hot drinks (not my thing) will be the cornerstone of morning's at Wendy's. Industry experts say mornings is the only fast food growth area. All you have to do is look at the lines around McDonald's and Dunkin' every morning for proof of that. Perhaps another player in the game will make those lines more manageable.
If Wendy's is smart, it will open earlier, to get a jump on the other guys. You'd be amazed at the traffic on the roads at 3 and 4 am.
My view of Wendy's has always been this-- great chicken, good fries. A chocolate Frosty is one of life's great joys. Everything else is merely adequate.
It will be interesting to see if Wendy's can pull business from the other guys-- and if it will stay with it.
