Wendy’s betting on new bacon burger
The Atlanta Journal-Constitution
Where’s the beef?
More business news
- PepsiCo gets more Super Bowl buzz than Coke, even without ads
- Panda crate-maker packages precious cargo
- Cable, EMCs spar over utility pole rates
- Timber industry suffered in 09
- Coke fights proposed soda tax
- Coca-Cola Co. news
- Delta Air Lines news, links
- Health Care Reform coverage
- Read Henry Unger's Biz Beat blog
- Read Thomas Oliver's Sunday Business column
Starting this week, it’s right beneath thick-cut slices of applewood smoked bacon.
Wendy’s, part of the Atlanta-based Wendy’s/Arby’s Group, is launching a new Bacon Deluxe burger and advertising campaign designed to reinvigorate the brand.
A set of ads, featuring the tagline “You know when it’s real,” began airing late last week as part of a massive media blitz. It replaces the previous slogan, “It’s waaay better than fast food.”
The Bacon Deluxe burger is being added to store menus this week. The single patty version has a suggested price of $3.99 and 640 calories.
The applewood smoked bacon cooked in the stores will get the spotlight, but it also features a new bun and cooking procedures designed to produce a juicer, tastier patty.
The move is significant because Wendy’s has long positioned its products as higher- quality fast food, but the competition has heated up.
“There’s been a lot of folks talking about hamburgers out there,” said Ken Calwell, Wendy’s chief marketing officer. “We haven’t talked about our premium hamburgers for a very long time at Wendy’s. ... We believe there’s a lot of opportunity out there when we feature what we do best.”
The past year has seen a slew of “better burger” entrants. A host of chains, ranging from Five Guys Burgers & Fries to Smashburger, have been adding units.
Traditional burger chains also have added premium items. McDonald’s has been pushing its Angus burgers.
The Bacon Deluxe is a major product launch for the new Wendy’s management team, said Scott Hume, editor of BurgerBusiness.com, a Web site that tracks the burger industry. Wendy’s, based in Dublin, Ohio, merged last year with Atlanta-based Arby’s to create the Wendy’s/Arby’s Group.
Wendy’s needs a burger to get the attention of customers and show Wall Street investors the brand has new life, Hume said.
“For 40 years, they’ve been saying ‘We’re better; we’re fresh; we’re not frozen,’ ” Hume said. “And that’s gotten them some traction, but there’s a whole new group of competitors. ... Wendy’s needs to get back in the burger game.”
Wendy’s is confident the Bacon Deluxe will do well with customers, Calwell said.
In addition to the new ingredients, Wendy’s also has worked on new cooking procedures.
Calwell declined to give details, citing “confidentiality reasons.”
“I can just say it’s a process with the grills themselves,” Calwell said. “It’s recalibrating the grills to allow for the hamburger to be cooked at an optimal time and temperature each time.”
The new buns and cooking procedures also should help the broader line of Wendy’s burgers. The 99-cent line of burgers will keep their current bun, but other premium burgers will feature the new bun.
The existing Baconator burger will get an upgrade with the thicker, cooked-from-scratch bacon.
Baconator will have three strips on a single, six strips on a double and nine strips on a triple. Unlike Bacon Deluxe, it doesn’t have lettuce and tomato.
“The Baconator, from a balance perspective, you get even more bacon flavor because you don’t have the lettuce and tomato to mild it out,” Calwell said.
Even with catastrophic damage around it, the core of New Orleans remains as magical and seductive as ever.
Meredith Garcia doesn't claim any one style, but she loves designer bags and shoes and Target.
The family-run business has been making megafloats for the biggest and best parades for over 60 years.
"The more colors, the better. Kids can often get into that as it may feel like a game to them."
Atlanta always offers an abundance of interesting cultural choices during Black History Month.
An estimated 100 people gathered to dance in a flash mob to promote the new Powerball drawing.
- Now Hiring: Henry Medical Center
- Industry associations are valuable assets
- Tackle your fears about job searching
Find new and used cars in Atlanta
- One dead in I-575 wreck
- Intruder killed by homeowner in Henry County
- Atlanta fire report: Responders could have done more in fatal shooting response
- Lithonia police chief resigns
- Smith's triple-double leads Hawks over Bulls
Do Good Locally » Find nonprofit causes near you
- American Red Cross Haiti Disaster Relief
- United Way responds to Earthquake in Haiti
- Old Threads for a New Haiti