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This Major Burger Chain Is Now a Top 3 Breakfast Destination

The brand is becoming synonymous with the morning meal.

This year, the king lost his crown to Wendy. 

We're talking, of course, about Burger King and its longtime competitor, Wendy's. In the midst of this summer's fast-food renaissance, Wendy's usurped Burger King as the nation's second-biggest burger joint, despite operating thousands of fewer storefronts. While the two brands have a history of competing for the number two fast-food spot, this transition of power marked a definitive victory for Wendy's. And, it turns out, the pigtailed chain was just getting started. 

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Wendy's is now not only the number two burger chain in America but also officially the third-biggest player in the breakfast arena among fast-food chains. According to its third-quarter earnings report, Wendy's breakfast transactions now account for 7.5% of all sales and the brand is becoming synonymous with the morning meal for a growing number of customers. 

"What we're really excited about on breakfast is our awareness is high," said Todd Penegor, Wendy's president and CEO. "Our awareness is at the levels of where Burger King is at, and they've been in breakfast business for a long time."

Perhaps this was bound to happen — with a slogan as catchy as "Wake Up to Wendy's," things might have always been destined to fall in the brand's breakfast favor. They now offer a variety of creative morning options, from the Breakfast Baconator to the Maple Bacon Chicken Croissant. They also rolled out "Breakfast for a Buck," where customers can get either the Sausage, Egg & Cheese or Bacon, Egg & Cheese biscuit for just $1. 

Fan opinions back up the increase in sales, with Twitter seemingly unified over how Wendy's breakfast is "the best thing they could've done." Some are even declaring that Wendy's out-breakfasts McDonald's.  

The chain is kicking butt in breakfast, and their digital sales are on the rise as well. However, as executives detailed today, Wendy's is not immune to the same challenges its competition faces. Like many other fast-food brands, their sales could have been better if not for obstacles like staffing shortages and rising commodity costs.

For more, check out:

Wendy's Is Working Hard to Make Their New Fries a Hit

Wendy's Just Struck a Deal That Will Drastically Change the Way It Operates

Burger King Is Discontinuing This Decades-Old Customer Attraction

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Read the original article on Eat This, Not That!

Kaley Roberts
Kaley Roberts is a food writer. Read more