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Wendy’s promises better-tasting burgers and Frostys, plus big news about breakfast — here’s what’s changing
Wendy’s is upgrading several core menu items and revisiting breakfast as part of a multiyear plan to revive sales after seven consecutive quarters of decline. The changes aim to improve food quality and value while giving franchisees more flexibility over services that are not performing well.
The chain is testing substantially thicker, crispier bacon and a richer, creamier Frosty, with a fully refreshed menu planned for 2027. US sales fell 5.7% in the quarter ending 27 September, while international sales dipped 2.2%; nearly 300 US restaurants have closed in recent months. Franchisees may drop breakfast if it is unprofitable, and the wider “Dave’s Way” plan covers menu, marketing, operations, digital experience and restaurant performance.
In short
- Wendy’s is testing thicker bacon and a richer Frosty.
- A refreshed menu is planned for 2027.
- Franchisees may stop serving breakfast if it loses money.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Wendy’s changes could help restore customer confidence by improving popular items and sharpening value, while a broader plan may address the sales decline and give restaurants a more consistent experience. Allowing franchisees to drop unprofitable breakfast service could help them focus resources on offerings that work better for their locations.
The case against
The changes may not be enough to reverse sustained sales declines or closures, and revising familiar products carries a risk of disappointing customers who already like them. Letting franchisees opt out of breakfast could also make the offer less consistent and reduce access to a daypart that might be improved through better execution rather than withdrawn.