Trending? Wendy’s Looks to Brioche to Boost Its Melt

Wendy’s is winding down its limited time offering of the pretzel bun, just in time for the debut of its brioche bun.

November 11, 2013

CHAPEL HILL, NC — Wendy’s is resurrecting its Bacon Portabella Melt, boosting its profile with a toasted brioche bun, QSR Magazine reports.

“We’ve made our Bacon Portabella Melt even more irresistible with a new brioche bun—the kind you’d expect a French chef to make—but at a quick-service price and convenience,” says Craig Bahner, Wendy’s chief marketing officer. “We know our new Bacon Portabella Melt on Brioche may be a mouthful to say.  But no matter how you say Brioche or Portabella, we’ll gladly serve it to you.”

The brioche bun is Wendy’s third bread introduced this year, following multi-grain flatbread and a pretzel bun.

Wendy’s new Bacon Portabella Melt includes a quarter-pound beef patty, sautéed portabella mushrooms, Cheddar cheese sauce, Applewood-smoked bacon, American cheese, and a French-style brioche bun. It is rolling out to all U.S. Wendy’s restaurants beginning today and will be available until late December.

To make way for the brioche bun, Wendy’s is winding down availability of its pretzel bun, which will stop being served this month.

“We don’t want to bring heartache to our loyal pretzel fans, but we’re standing by our original commitment to serve our pretzel offerings for a limited time,” Bahner said. “With the departure of the pretzel bun comes the introduction of other innovative breads paired with unique flavors we believe our customers will love.”

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