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Wendy’s Pulls Back on Breakfast Push

Many -- but not all -- Wendy's will stop serving the morning meal


Fast-food chain Wendy’s (NASDAQ:WEN) is abandoning its earlier plans to push breakfast meals.

CEO Emil Brolick, during a presentation earlier this week, said breakfast just wasn’t working at most of the chain’s restaurants, Burger Business is reporting. He said the firm will take a charge of $14.6 million to scrap the equipment used for making breakfast meals.

But not all of the restaurants will stop serving the morning meal. Brolick also said somewhere between 375 and 400 Wendy’s locations will continue to cook up breakfast. It’s more a matter of breakfast no longer being a priority. Brolick did leave the door open to trying again in 2016 or later.

In the end, it came down to money. Brolick said locations that were profitable overall were not making money on breakfast. To reopen the discussion, he says the firm would have to find “a much more profitable way to approach that daypart opportunity.”

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