DUBLIN Ohio Wendy's plans to follow the lead of its rivals by introducing a new proprietary line of upscale coffees. The chain said the new array will be a key component of its breakfast menu, which is currently in widespread tests in anticipation of a rollout starting later this year.
Franchisor Wendy’s International said its new coffees will be marketed as Wendy's Custom Bean by Folgers Gourmet Selections. Initially, the new brews will be offered throughout the day at 20- to 30-percent of the North American restaurants that intend to start serving breakfast by the end of 2007, said spokesman Bob Bertini.
With this move, Wendy's joins its major burger chain competitors that are continuing to upgrade their coffee programs. Burger King has dubbed its new brew BK Joe, and McDonald’s has attributed a significant portion of its sales growth to the rollout of its new McCafe coffee.
Kerrii Anderson, Wendy's chief executive and president, said the goal is to make Wendy's a destination for coffee. She expects the upgrade to help attract new customers and positively impact store margins.