Wendy’s, an international fast-food chain, has recently introduced a new promotion, offering the Honey Butter Chicken Biscuit for free to customers who order online from its app. This promotion has been offered as a celebration of the recent rollout of Wendy’s new breakfast menu, amid fierce competition for breakfast supremacy from other food service chains such as McDonald.

McDonald’s was the first to come up with the free breakfast offer, by giving away free Egg McMuffin sandwiches, naming Monday as the ‘National Egg McMuffin Day’.

Wendy’s has responded to recent breakfast promotions offered by other fast-food rivals, commenting on the unhealthy breakfast sandwiches containing pre-cooked bacon and frozen, folded eggs, etc.

With more emphasis on the online platform, Wendy’s is projected to strategically upscale its revenue generated online through its recent promotion. According to Todd Penegor, CEO of Wendy’s, the fast-food chain’s digital orders have doubled to 2.5% in 2019. The company is now anticipating around 10% sales through digital orders in the next 4 years. Mr. Penegor has further added that the food chain is expected to put up more app promotions in 2020 due to Wendy’s recent prominent earnings.

Customer can avail the new Honey Butter Chicken Biscuit breakfast offer by downloading the Wendy’s app. The offer will be valid only once & lasts until April 6. Apart from the recent promotion, the fast-food chain also has offered discounted and free foods through its online ordering app in the past.

For instance, in 2019, Wendy’s offered a promotion which made the Frosty milkshake available at half its regular costs, which was 99¢, as well as offered free chicken nuggets to app users to gain more repeated online customers. It also has recorded a ‘higher average check’ from online customers as compared to in-person orders.

The breakfast tradition is expected to be profitable in years ahead, with the company investing more than $80 million on its breakfast products. The new menu consists of nine sandwich choices, including the Baconator, as well as coffees and sides.

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https://edition.cnn.com/2020/03/02/business/wendys-breakfast-menu-launch/index.html