Will Wendy’s New Burger Tip the Scales?

Wendy’s doesn’t take remaking a 42 year-old burger lightly. They called in food specialists from all over the nation, from pickle experts to mayonnaise makers. Part of their information for redesigning the new burger comes straight from their customers, opinions collected from a massive nationwide survey in which they asked for their loyal patron’s opinions. The executives of the company even went on a “cross country eating tour.”

Wendy’s was very serious about their burger revision.

The result of all of this blood, sweat and tears is Dave’s Hot N Juicy, which is named after Wendy’s late founder, Dave Thomas. It is set to be served at restaurants nationwide on Monday. The burger itself features a thicker patty of beef, a buttered bun, no mustard, extra cheese and lots of surprises for the customers. The idea was to come up with something new. A spokesman for Wendy’s, Denny Lynch, said, “our food was already good, we just wanted it to be better. Isn’t that what long-term brands do? They reinvent themselves.” And reinvent themselves they have. The burger is the first in a long line of changes for the Wendy’s chain. The first major one was the redecoration of their restaurants. Don’t remember? Just a few years ago the Wendys around the nation were looking pretty drab. The carpet was old and booths needed a new paint job. Always quick to respond to customer complaints or suggestions, Wendy’s got right on the ball and reinvented the style of their Wendy’s restaurants everywhere. The eateries are now open, clean and fresh. Their menu was even tweaked a little – and now it is getting tweaked quite a lot. The executives at the Wendy’s Headquarters in Dublin, Ohio spent two and a half years going over their hamburger codebooks and debating as to whether or not they should use white or red onions on Dave’s Hot N Juicy. Did they make the right choice? Customers will ultimately be deciding.

But what’s the reason for this “burger shakeup?” Two words: the economy. The bad economy has forced consumers to be pickier with their dollars, and the ever-present McDonald’s is constantly sucking up all of the sales. Competition forced them into the change, plus, Wendy’s hadn’t changed their burger since they opened – in 1969. It was time for a little pizzazz. It was getting harder for Wendy’s to keep up with the every expanding fast food chains like McDonald’s, especially with their new locations, designs, menu items and marketing angles. Wendy’s, however, offers menu items that other fast food restaurants don’t, and they have been doing it for a lot of years. Still, changing a big item original burger can be a big deal. Will customers go for the idea? Will sales rise or fall because of the difference? It’s almost impossible to predict what the consumer market will do now that the economy is so dismal. However, one thing doesn’t change: people will pay for food they enjoy, bad economy or not.

Colin Shamrock frequently contributes articles when he’s not at work as an auto insurance broker.  You can probably save on your auto insurance at Kanetix by comparing some car insurance quotes online.  You’ll likely save enough to eat out a few extra times a week if you choose to spend your savings.
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