RISE - Menu Monitor

Menu Positioning |
Wendy's is open for lunch and dinner, featuring a variety of specialty burgers, chili, fish and chicken sandwiches and chicken
strips, and Fresh Stuffed Pitas—flatbread stuffed with chicken, cheeses, vegetables, salad greens and reduced-fat dressings.
Signature items include Classic Single Hamburger or Cheeseburger, Big Bacon Classic burger, Spicy Chicken Fillet, Taco
Supremo Salad, Chili, Sour Cream & Chive Baked Potato, and Fresh Fruit Cup or Bowl. Sides include baked potatoes, french
fries and prepackaged salads. A Super Value Menu includes a Junior Bacon Cheeseburger, Crispy Chicken Nuggets, Frosty
desserts and a new Junior BBQ Cheeseburger. A kids’ combo offers a hamburger, cheeseburger, or four chicken nuggets with
side choices like small french fries or a cup of Mandarin oranges. The kids' menu also includes deli sandwiches and a yogurt
and granola cup. Healthy options include add-ons such as Baked Lay's Chips and yogurt and granola cups. For dessert, the
Frosty—a chocolate- or vanilla-flavored soft-serve dairy item¬--is available, either alone; with “Fix ’n Mix” mix-ins; or as a float.
Menu prices range from 99¢–$6.29. Checks average $5.83.
Promotion Plans |
Wendy’s teamed with the golf channel for its 3-Tour Challenge through 2012. The 3-Tour Challenge is a professional golf
tournament in which three players from the PGA, LPGA and Champions tours play against each other to raise money for the
Dave Thomas Foundation for Adoption. (Company Release 12/11/06)
Wendy’s has teamed with fitness club Curves. Diners can bring a Wendy’s cash register receipt showing the purchase on an
entrée salad to any Curves location and get a free two-week trial membership. User will also receive a coupon for $1 off the
purchase of a Wendy’s entrée salad and drink. The offers begin on January 22. (Company Release 1/5/07)
Wendy’s will debut a new advertising campaign in early summer that will focus on the chain’s fresh beef. There has been
speculation that the ads will use a voice-over character representing Wendy, the daughter of Dave Thomas, the chain’s late
founder. The company did not comment on the campaign other than to say that it would be very contemporary. (Advertising
Age 4/30/07 p3)
Wendy’s is launching a taste tour of 25 major cities in North America for six months that began the first week of June. Wendy’s
will make its first stops in Greensboro and Charlotte, NC. At each stop, people will have the chance to sample free
hamburgers. In addition to the tour, Wendy’s is inviting customers to create the next great burger that could appear on
Wendy’s menu. The “Build Wendy’s New Burger” contest will run through August 15. Customers can participate at
www.ThisIsMyBurger.com. (Company Release 6/6/07)
Wendy’s International is airing a new ad campaign built on the slogan “That’s Right.” The ad debuted during the finals of
“American Idol.” The 60-second ad emphasizes the chain’s made-to-order food and fresh beef. (Ohio.com 5/24/07)
Wendy’s International Inc. has launched a national “Build Wendy’s New Burger” online contest for consumers to create the
chain’s next burger. The website, www.ThisIsMyBurger.com, allows customers to post recipes selecting from 54 ingredients
and 13 kinds of cheese. The quick-service chain is also embarking on a national tour starting in Charlotte and Greensboro,
NC, to let consumers sample free hamburgers and enter the contest via computer kiosks. The winner of the contest will
receive $25,000, and nine runners-up will receive free Wendy’s burgers for a year. (Nation’s Restaurant News 6/18/07 p60)
Wendy’s television ads featuring a man in a red wig screaming about juicy hamburgers to a crowd of people kicking trees in a
forest has become a success. The chain got the attention of its target crowd, young consumers. The commercial has been
viewed 800,000 times of YouTube.com and has spawned amateur copycat videos. (Reuters.com 7/20/07)
Wendy’s ad showing office workers inhaling helium for lunch was condemned by the National Inhalant Prevention Council,
which said the ad sends the wrong message to children about inhalants. The National Inhalant Prevention Council tries to
discourage individuals from using inhalants. Wendy’s said it has no plans to pull the spot, created by New York-based Saatchi
& Saatchi. (NRN Daily NewsFax 9/24/07)
Wendy’s is giving away 100 million free music downloads through December 30. To be eligible, participants must purchase
either a combo meal or an à la carte drink. A promotional code printed on the cup can then be redeemed for one free music
download online through Rhapsody. (Adweek.com 11/12/07, Company Website 11/12/07)
Wendy’s announced the Philly Style Hoagie Burger as the winning entry for the chain’s Build Wendy’s New Burger online
promotion. Ian Van Camp came up with the winning burger, which features two fresh beef patties, sliced ham, Genoa salami,
American cheese, onion rings, shredded lettuce, sliced tomato and Italian dressing, all on a premium bun. Van Camp’s
creation received the most votes at ThisIsMyBurger.com among the top 10 finalists chosen by Wendy’s. The winning burger
was announced November 15 as part of the company’s 38th anniversary. In addition to potentially having his burger added to
the Wendy’s menu, Van Camp will receive $25,000. All nine runners-up will receive free hamburgers for a year. (Yahoo!
Finance 11/15/07)
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