DUBLIN, Ohio - Wendy€™s has revealed its new menu, including a reboot of its value menu, Nation€™s Restaurant News reports. During a recent investors conference, the burger chain predicted a 3% bump in North American same-store sales for the second quarter.
The company will continue to introduce new items with a focus on consistency. "We€™ve had some wins in our product pipeline in recent years and some not-so-wins," said Craig Bahner, chief marketing officer. "We need to be much more consistent with the product pipeline and how we bring innovation to market."
New items would need to be "compelling, distinctive and ownable." Potential menu items focused on bread and buns, such as the Grilled Chicken Flatbread Sandwiches line that is currently being tested, and a Pub Club on a pretzel roll. Also under testing is the Black Label burger line that includes premium ingredients such as cilantro-lime dressing, guacamole, habanero-Jack cheese and Portobello mushrooms.
Wendy€™s will also expand its seasonal salad line with a salad featuring roasted peaches. Also up for renovation is its fresh lemonades and Redhead Roaster coffee. "We€™re not capturing our fair share of beverages, and we know that beverages drive visits outside of the main mealtime occasions," said Bahner. "We€™re lagging in incidence on teas, coffees, and specialty and frozen coffees, but we have a strength on lemonade."
In addition, its value menu will be rebranded after the chain completes extensive test marketing. "Price-value is a critical, important area for Wendy€™s because the value customer is so important to our business, and we€™ve lost a lot of those transactions in this space," said Bahner. "As commodity pressure has come into the marketplace it has pushed us off 99 cents, so we don€™t have that compelling, consistent 99-cent offering. As a result of that, the customer is coming in and not getting a predictable, reliable experience. Third, we find it difficult to find a national message that€™s credible and compelling around our value."
Wendy€™s will also ramp up its remodel program according to new designs unveiled in 2011. "When you elevate your restaurant facilities, it helps make everything else in your restaurant work harder for you," said Abigail Pringle, senior vice president of strategic initiatives and planning. "This is about creating a lasting impression with the customer that will build their return visits over and over again."