Wendy’s (WEN) – Get Wendy’s Company (The) report They tend to be quite conservative in tweaking their menus compared to Yum! Brands’ Taco Bell and KFC, which tend to make bold moves to grab attention.
Second-ranked burger chain (behind McDonald’s) (MCD) – Get the McDonald’s Corporation Reportbut ahead of Restaurant Brands International (QSR) – Get the Restaurant Brands International Inc. report Burger King) typically follows what market leaders have always done: selectively adding limited-time offers while bringing back old favorites.
This is a proven strategy.
New products can boom or bust. Wendy’s has had some success with its Baconator brand, which has been used in breakfast versions and bacon fries, but the new product could fail as well. For example, McDonald’s has a long line of premium burgers (hello, Arch Deluxe) that are heavily advertised but fail to generate significant sales.
Introducing an item that has had some success and then removing it from the menu to bring it back later may not have the immediate potential impact of a truly new product, but over time people will develop interest.
When an old favorite returns, it brings back customers who fondly remember the item and attracts new customers who may have missed it for the first time.
This tactic gets people excited, and it can transform a menu item from a slight success to something consumers are really excited about.
Wendy’s brings back the pub burger
Wendy’s adapted the season by bringing back the summer strawberry salad while also adding strawberry frosting (at the expense of vanilla).
Now, the chain’s next offer is reportedly going to be a little heavier, with the memo reportedly being sent to stores and posted on Reddit.
“We’re excited to bring fan-favorite Pretzel Bacon Bar Cheeseburgers and Chicken Sandwiches and Bar Fries back to Wendy’s menu in August,” the company said.
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Make way for the return of the Pretzel Bacon Bar Cheeseburger. Wendy’s will take the Big Bacon Cheddar off the menu.
The Dublin, Ohio-based company has yet to confirm the moves.
According to the document, Wendy’s will sell the Big Bacon Cheddar until the supply runs out and then sign “no longer available” on the menu board.
Pretzel Bacon Bar Cheeseburger on a Pretzel Bun.
As Chewboom reported in 2020, the Bacon Bar Fries features sea salt fries with applewood smoked bacon, shredded cheddar and a warm beer cheese sauce.
Keep Wendy’s Menu Fresh
Wendy’s has been growing its business, something CEO Todd Penegor talked about during the chain’s first-quarter earnings call.
“For the second consecutive quarter, we achieved double-digit global same-store sales for two years at 15.4%, as we had one of our best quarters ever in the previous year,” he said. “This is an acceleration from our fourth quarter in two years, which underscores the momentum in our global business.”
Penegor sees menu innovations and limited-time offers as catalysts for this growth.
“The coveted innovation of our hot honey chicken sandwiches and biscuits, the fun and unique advert on one of the world’s biggest stages during March Madness, the continued positive customer response to our core improvements like hot crispy fries, And the improved operating environment increased headcount and opened more restaurants throughout the quarter,” the executive said.
The CEO said Wendy’s could increase sales with more promotions and a calendar.
“Obviously, as we push to experiment, raise awareness and continue to build a strong calendar, not only with disruptive promotions in the breakfast day section to get people to test us, but also bring some innovative news throughout the year, it’s a great experience. Opportunity to continue to grow our business,” he said.