Rise and dine: Waking up to QSR breakfast

New breakfast entrants attempt to lure consumers from home, competitors

Quick-service operators opened their eyes to the potential of morning meals years ago, and today a profusion of sandwiches, burritos, wraps, melts, oatmeals and coffee drinks await early-bird guests at drive-thrus and counters nationwide. So when Wendy’s officials in August told analysts they would be fine-
tuning their plans for the daypart, it raised the question: How much breakfast is too much?

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