Wendy's First New Breakfast Item In 2 Years Is Designed For Spicy Food Fans
Good news, early risers. For the first time since debuting a breakfast menu nearly two years ago, Wendy's is adding a fiery new sandwich to its morning offerings that is will interest spice lovers.
The company first debuted the current breakfast menu in March 2020, throwing it's hat into the fast food breakfast ring with an initial lineup of nine sandwiches, including classic egg, cheese, and protein breakfast sandwiches in addition to specialty items like the Breakfast Baconator, Maple Bacon Chicken Croissant, and Honey Butter Chicken Biscuit (via Today Food).
Now, Wendy's is gearing up to launch two new sweet-and-spicy sandwiches on the breakfast and all-day menus. In a press release, the company announced the arrival of the Hot Honey Chicken Biscuit and Hot Honey Chicken Sandwich, which will be officially hitting Wendy's locations nationwide on February 8 (via CNN Business).
The Hot Honey Chicken Biscuit, which will be the latest addition to the chain's breakfast menu, is a spicy twist on its Honey Butter Chicken Biscuit, featuring a fried chicken cutlet drizzled with habanero pepper-infused hot honey sauce and served on a warm buttermilk biscuit (priced at $3.19). The company is also adding a Hot Honey Chicken Sandwich (with Pepper Jack cheese, Applewood smoked bacon, pickle chips, and hot honey on a toasted bun) to the all-day menu, for $5.99.
The chain's latest offerings are sweet-and-spicy chicken sandwiches
In a nod to the fast food chicken sandwich wars, Carl Loredo, Wendy's Chief Marketing Officer, said in a press release: "Others may do chicken sandwiches, but at Wendy's we actually craft chicken sandwiches with flavor. ... We're constantly looking for new ways to upgrade our already famous spicy chicken sandwich, and our talented culinary team knew we could bring the Hot Honey trend to the table in a way no one else could."
The chain first attempted to enter the breakfast market in 2012, but choose not to move forward with launching the breakfast menu nationwide after a limited test run faced "tough competition" (via CNN).
The current breakfast menu has been a success for the company, with morning sales expected to grow by 30% in 2021 (via Reuters). With a buzzy new breakfast item launching soon, the chain's morning menu — which currently accounts for 7.5% of the company's overall sales, according to CNN Business — could continue to win over more and more on-the-go early birds.