Industry News | December 30, 2013

Wendy’s Heats Up Value Menu

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Wendy’s is now offering two new bold spice-flavored 99-cent items: the Spicy Chipotle Crispy Chicken Sandwich and Spicy Chipotle Jr. Cheeseburger.

Both the Spicy Chipotle Crispy Chicken Sandwich and the Spicy Chipotle Jr. Cheeseburger include melted Pepper Jack cheese, jalapeños, and a signature spicy sauce on top of a beef patty or a crispy chicken fillet.

“We know consumers will love these new choices because they don’t have to sacrifice—they can get premium ingredients and great taste, all for 99 cents,” says Liz Geraghty, Wendy’s vice president of brand marketing. “These new Right Price Right Size Menu items deliver a bold spice flavor at an irresistible price.”

These heat-seeking additions to the Right Price Right Size Menu are only available for a limited time.

According to Technomic’s recent 2013 Flavor Consumer Trend Report, a majority of U.S. consumers—54 percent—say they prefer hot or spicy sauces, dips, or condiments to mild ones. Consumers ages 18 to 34 expressed the greatest preference for spicy flavors, but interest in these flavors continues to rise among almost all age groups, according to Technomic.

Wendy’s Right Price Right Size Menu offers customers an entire meal, featuring five different cheeseburgers, three types of chicken wraps, two side salad options, chili, two chicken sandwiches, and much more, ranging from 99 cents to $1.99.

The Spicy Chipotle Crispy Chicken Sandwich and the Spicy Chipotle Jr. Cheeseburger are available for a limited time at participating Wendy’s nationwide. The new spicy items are another component of Wendy’s ongoing brand transformation initiative, which also includes menu innovations; the re-imaging of restaurants with a bold, contemporary look; an updated Wendy’s logo; new crew uniforms; consumer-preferred menuboards and packaging; and a completely overhauled website.