Wendy's Super-Sizes Value Menu

The QSR chain has added more options to its core group of dollar menu items.

January 04, 2013

DUBLIN, Ohio - Wendy??s is not resting on its laurels after snatching the second-place ranking from Burger King last year. The square burger chain has revamped its value menu, adding a line of under $2 items to its core group of 99-cent items, Time reports.

Borrowing a page from McDonald??s, which marketed its dollar menu to boost sales, Wendy??s will launch its "Right Price Right Size" value menu this year. "We have lost some share in the Value Menu area," said Emil Brolick, president and CEO, last month.

Wendy??s inched up to second place last year by focusing on its higher-end (and more expensive) items like specialty sandwiches. However, while the new products balanced the menu, the chain needed to redo its value menu to capture those value-seeking customers.

"We do believe that the number of price/value-sensitive customers out there is not insignificant," Brolick said. Wendy??s new 99-cent offerings include value-sized chicken nuggets, chicken sandwich, soda, fries, small Frosty and junior cheeseburger. Second tier value items would be priced from $1.29 to $1.79; franchisees would be given leeway on what to charge for those items, as long as the prices are under $2.

McDonald??s tried to goose sales at the end of the year by encouraging franchises to stay open Christmas Day. Meanwhile, Burger King posted strong sales in the third quarter, but it wasn??t enough to push Wendy??s back to third place.

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