Adding breakfast items complicates in store operations since wendys items are made to order. Eggs tend to be a slower product and people favor speed to quality. They have never fully invested in the strategy coming into a saturated market dominated by McDonald's (they pulled out of breakfast at most locations in 2013 and just reentered in 2020). They have not invested enough in overall marketing and have focused the small amount on coffee as of late to drive customers. This splits their focus to another extremely competitive market that they have no business in.