Wendy’s announces breakfast launch on March 2, can’t resist trolling McD’s [Updated]

Illustration for article titled Wendy’s announces breakfast launch on March 2, can’t resist trolling McD’s [Updated]
Image: Wendy’s

Update, February 5, 2020: Huzzah! Huzzah! The great day of the arrival of Wendy’s breakfast is finally nigh! On March 2, Wendy’s announced yesterday, the Breakfast Baconator and Frostyccino will finally become a part of the American landscape and there is nothing anybody can do about it, not even McDonald’s.

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This would not be a full-fledged fast food product announcement, of course, without a little social media trolling. It began yesterday morning when the Wendy’s account tweeted, “Hey, @McDonald’s, roast us.”

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Then this morning Wendy’s posted an ad featuring former McDonald’s chef Mike Haracz (the architect of the Buttermilk Chicken Tender!) chowing down on a Breakfast Baconator, with six strips of bacon. I’ll bet you could already guess how it went down, but here’s the tweet anyway.

Although Haracz departed McDonald’s in August for Bell Flavors & Fragrances, he still appears on McDonalds’ corporate website. It’s hard to say goodbye.

Original post, September 10, 2019: It’s official, friends: The long-awaited breakfast bacon cheeseburger is on its way. Gone are the days of waiting outside Wendy’s for it to open and then ordering a Baconator Cheeseburger and calling it “breakfast.” Now Wendy’s is introducing a legitimate breakfast menu led by the Breakfast Baconator, which is just like a regular Baconator except with an egg since everyone knows that eggs = breakfast. Nation’s Restaurant News reported the story yesterday afternoon, and since then we’ve been in a tizzy.

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Yes, yes, I hear some of you say, you can already get the Breakfast Baconator at your local Wendy’s, and also the Frosty-ccino, the Honey Butter Chicken Biscuit, and what appear to be an egg sandwich and breakfast potatoes. But the breakfast menu has been limited to just 300 of Wendy’s roughly 5,400 franchises. Now it’s going nationwide in early 2020. Wendy’s will invest $20 million in the venture and plans to hire 20,000 more employees. (Everything is coming up 20!)

And no, your memory is not deceiving you: Wendy’s tried breakfast before, starting in its 1980s “Where’s the beef?” glory years and returning as recently as 2013. They mean it this time, though. Everyone has breakfast now: Not just McDonald’s and Burger King but also Chick-fil-A and Taco Bell. It’s time, Wendy’s. It’s past time.

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Aimee Levitt is associate editor of The Takeout.

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DISCUSSION

murrychang
Murry Chang

I had a Wendy’s burger the other day and goddamn if the bacon wasn’t the worst: Mostly fat, paper thin and flavorless.

I don’t get anywhere near a Wendy’s more than once every few months, so it’s been a bit since I’ve eaten there, but remember the bacon being that bad before.