Wendy’s Teams Up With Cinnabon for Latest Breakfast Item

American fast-food chain Wendy’s is bringing a sweet treat to its breakfast menu in partnership with baked goods chain Cinnabon, according to CNN.

Starting on Feb. 26, Wendy’s will add a fresh cinnamon roll-like baked item called “Cinnabon Pull-Apart” to its breakfast menu. The two are usually rivals, competing for similar customers who are looking for cost-effective food options.

It’s not the first time fast-food chains have partnered up. According to Jonathan Maze, the editor-in-chief of the trade publication Restaurant Business, “This is a way to license the brand and get it reach well beyond its existing store base.”

Maze said Cinnabon collaborated with other chains like Pizza Hut a few years ago, and just last month it partnered with Subway with its foot-long cinnamon churro.

Speaking to CNN, Maze said, “It’s more of a concern for franchisees because it can dilute the brand and perhaps give people less reason to go to an actual Cinnabon.” He added that when Wendy’s breakfast menu is available (until 10:30 a.m.), most Cinnabon locations haven’t yet opened for the day.

Other fast-food chains have also been testing out partnerships. For example, McDonald’s integrated Krispy Kreme donuts into its menu in its Indiana and Kentucky locations.

Wendy’s announced the Cinnabon Pull-Aparts on Wednesday, stating that they are made from sweetened dough, coated in a glaze, and then baked with cinnamon, sugar, and brown butter. They’re then given the finishing touch with Cinnabon’s iconic cream cheese frosting.

John Li, global vice president of culinary innovation, stated at a virtual press conference that Wendy’s picked Cinnabon because it wanted to collaborate with a similar brand that also “evolves around quality and delivering an experience that delights our customers.” Li added, “Cinnabon was the brand that had that overlap with the level of importance they put on quality.”

This new addition comes just before Wendy’s celebrates its fourth birthday of having a breakfast menu. The chain used a $20 million investment to bring on a breakfast menu in March 2020 to compete with the likes of Mcdonald’s and other rivals.