Starting on February 26, Wendy's is teaming up with Cinnabon to introduce a new cinnamon roll-style treat to its breakfast menu. This collaboration is a first-time venture between the two fast-food chains, which usually compete for customers looking for good deals.
This new addition to Wendy's breakfast options signifies a unique partnership in the fast-food industry, aiming to attract more customers with a tempting morning treat.
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Wendy's Bold New Brand Collaboration
Fast food chains often team up with different brands, even those not seen as their direct competitors. "This strategy helps spread the brand further than just their stores," explains Jonathan Maze, the editor-in-chief of Restaurant Business, a leading industry magazine.
Maze notes that Cinnabon is known for such partnerships. They've previously teamed up with Pizza Hut to sell their cinnamon rolls, and just last month, they joined forces with Subway to introduce a footlong cinnamon churro.
However, Maze points out that these collaborations can be tricky for franchise owners. They worry it might weaken their brand's identity and give customers fewer reasons to visit their stores. Additionally, most Cinnabon outlets are not open during Wendy's breakfast hours, which end at 10:30 am. This timing could influence the new partnership's impact.
Wendy's has introduced the "Cinnabon Pull-Aparts," a delicious new treat made from sweet dough dipped in glaze and baked with cinnamon, brown butter, and sugar. This mouth-watering creation is then topped with Cinnabon's famous cream cheese frosting, offering a taste similar to the best part of a cinnamon roll. The fast-food chain announced this tempting addition to its menu on Wednesday.
Explaining Cinnabon's partner choice, John Li, Wendy's Global Vice President of Culinary Innovation, shared at a virtual press conference that they were looking for a brand with a similar commitment to quality and customer satisfaction.
"Cinnabon stood out because they value quality just as much as we do," said Li. This partnership marks a significant step in bringing Wendy's customers a unique and delightful experience.
Wendy's Breakfast: Four Years and Evolving
Next month, Wendy's celebrates its fourth year in the competitive fast-food breakfast arena. The chain jumped into this battle in March 2020, investing $20 million to challenge established morning favorites like McDonald's.
Initially, Wendy's aimed for breakfast to comprise 10% of its total sales. By 2021, it nearly hit this target with 8.5%, but then stopped reporting separate sales figures for its morning menu.
During their latest earnings call, former CEO Todd Penegor described breakfast as "highly profitable." However, he acknowledged the ongoing effort to establish breakfast as a regular habit among customers.
Wendy's started with a standard breakfast menu featuring egg sandwiches and unique items like the "Breakfast Baconator" and the Frosty-ccino. Since then, the menu has seen significant changes.
To grow its breakfast business, Wendy's has added new items, like a breakfast burrito similar to Taco Bell's offering and an English muffin sandwich reminiscent of McDonald's McMuffin. They've also introduced a Frosty cream cold brew, iced coffee, and French toast sticks in true Wendy's style.
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