Wendy’s is sweetening its breakfast lineup with a new treat that comes from an unusual place: another fast food chain.

It’s a risky bet that other chains have made before. Partnerships between rivals can boost sales, but they can also anger restaurant owners. And they risk diluting brands and giving consumers fewer reasons to go to some individual stores.

Beginning February 26, Wendy’s is partnering with Cinnabon to add a new a cinnamon roll-like baked good to its morning menu, marking a partnership between two chains that often compete for similar price-conscious customers.

It’s common for fast food chains to partner with other brands they might not consider direct rivals. “This is a way to license the brand and get it reach well beyond its existing store base,” according to Jonathan Maze, the editor-in-chief of trade publication Restaurant Business.

He said that Cinnabon often does that, including selling its cinnamon rolls at Pizza Hut a few years ago and last month forming a partnership with Subway for a footlong cinnamon churro.

Source: https://twitter.com/EllinghamsTokyo/status/1758123390009774147