Wendy’s Growing Menu for Growing Markets

Wendy’s still remains to be number 3 in the hamburger fastfood industry rankings. But what’s so special about being number three? For one, they are big enough to enjoy a fair share of the market and secondly, they are safe from the pitchfork and torches of those who are banging at the top two hamburger sellers. While the two bigger burger brands are busy answering health issues, Wendy’s have other better things to do.

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Baconator Fries

No one can argue about the huge success of the Baconator. People will always relate to the Big Mac whenever they think of a double patty burger. But when it comes to hamburger-bacon combo, there is only one product that comes to mind, THE BACONATOR.

Now comes the French fries version of this successful product. Bacon fries is loaded with cheddar cheese sauce, applewood, smoked beans and more shredded cheddar cheese. This special fries will be good with its older brother; the Baconator or it can also be a stand-alone.

The recommended price for Bacon Fries is $1.99. A video campaign will be launched on the 6th of July on the Wendy’s social media platforms. The video will feature the voice of Futurama and the Woody Woodpecker. And as part of Wendy’s commitment to its social responsibility for promoting accurate health information, the video will also warn teens about bacon-related dangers. The over-all theme is to promote moderation in its consumption.

Some may think that this advertising campaign will be counterproductive to generating sales but in the other hand, it might win a lot of sentiments that will translate to more people eating the Bacon Fries sparingly. More people eating in small volumes of something is better that a few people eating a lot. On the long term, people who will be eating the Bacon Fries in moderation will live longer and that will even be better for Wendy’s

Testing the Veggie Burger

While Wendy’s is introducing indulging treats, they also want to beat the other two burger companies at being the “Good Guy” by starting the test phase for the Veggie Burger. This healthy option is being tested in Central Ohio near the chain’s Dublin headquarters.

The Wendy’s Veggie Burger comes with a thick black bean patty on a multi-grain bun with Asiago ranch, Colby-pepper jack cheese, tomato and mixed greens. One other option Wendy’s is considering is to include the Veggie Burger as one of the options in a Build-Your-Own Burger set-up. That way, a customer will be able to customize his own healthy burger if he truly wants to.

In this article’s opinion, this is the best way to present the healthy burger. It’s not like juicy burgers are being shoved into people’s mouths here. The best way to deal with the whole health issue is to present every ingredient to the customer so he can decide if he wants to prepare a Veggie Burger or a regular Cheeseburger.

Wendy’s Expands in New Zealand

Along with their menu, Wendy’s is also trying to develop their existing territories. Fifteen towns and cities from Whangarei to Dunedin have been identified as potential Wendy’s sites. These new sites are being considered as part of Wendy’s New Zealand’s target of expanding their existing stores from 14 to 30 by the end of 2015.

According to Danielle Lendich, Wendy’s NZ chief executive, it is more than just the opportunity to do business but to be able to provide 200 jobs. And that is why they are actively looking at more sites in Manurewa, Mangere, New Lynn, Glenfield, North Shore, Whangarei, Hamilton East, Napier, Hastings, New Plymouth, Wanganui, Christchurch, Lower Hutt, Johnsonville, Porirua and Wellington.

Wendy’s Enters India

While expansion projects are happening in existing territories like New Zealand, Wendy’s has just made its debut in India at Sector 29, Gurgaon through the franchise holder for Wendy’s India; Sierra Nevada Restaurants PYT. Sierra Nevada is a joint venture of a British firm, International Market management and an Indian company, Rollatainers Ltd.

After this Wendy’s store in Gurgaon, Sierra Nevada plans to open three more in Delhi National Capital Region and twenty more in Northern India in the next couple of years.

According to Sanjay Chhabra, one of the directors of Sierra Nevada, Indian consumers want quality and distinctively great tasting menu choices that are available in reasonable prices. Sierra Nevada has been working with the Wendy’s team for almost two years in customizing the brand experience to make it relevant to 2015 India.

The Wendy’s Indian menu will still include successful products like the Baconator but instead of beef, it has to be chicken. Wendy’s has the widest vegetarian menu in the sector which includes the Greek Falafel, Spinach ‘n Corn and the Mushroom Cheese.

According to Jasper Reid, another director of Sierra Nevada, they want their Wendy’s stores to stand out not only in taste but ambience and that is why they have incorporated bold and contemporary designs, engaging music and food served in real plates.

As Wendy’s expands to new territories, they are also expanding their menu choices. For now, Wendy’s is known to be one of the top three leading burger fastfood chains but as it tries to satisfy the food needs of varied cultures, it has to widen the scope of its menu; for if the whole world is already in consideration, everything is not just about juicy beef patties.

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