Wendy’s is taking its “You Know When It’s Real” marketing initiative very seriously these days.
Earlier this summer, the chain launched its premium salad line with an emphasis on fresh ingredients.
Some Wendy’s restaurants have started switching out their cheaper bacon supply for Applewood-smoked, center-cut bacon in the premium sandwich line.
And now the company is testing all-natural french fries at units in Florida, Louisiana and North Carolina.
The company is mum on most of the details surrounding the experiment thus far, but Wendy’s spokesperson Denny Lynch said the company is reinvigorating its entire core menu over time to complement the “You Know When It’s Real” strategy.
“Salads were first and we’re also working on fries, hamburgers and chicken. This takes time and thorough testing,” he said.
The test fries are made from skin-on real potatoes and cooked in “special oil” that Lynch wouldn’t further describe. To finish things off, they are topped with sea salt, which is produced through evaporation of seawater, usually with little processing.
“Consumers say sea salt is more natural and authentic. That said, we understand that sodium is sodium, whether it’s natural or processed,” he added.
Lynch said it’s too early in the test to gauge feedback. However, according to Ocala.com in Ocala, Fla., one of the test markets, a local manager said they’ve been getting “overwhelmingly rave reviews” about the product.
Still, there are no plans yet on how the company will move forward with the fries, which are being sold at the same price as Wendy’s classic fries.
The company has made “minor adjustments” before, including the removal of trans-fats in 2006. But Lynch added the company has never changed "this much" with its fries, which ranked fourth in this year’s Zagat Fast Food Survey.
Stuart Morris, who owns and operates QSR Consulting Group Inc., believes these menu innovations will help Wendy’s positioning as a brand leader in the segment.
“Wendy’s is betting on a 'healthier' menu line-up that will be both competitively compelling and highly profitable,” he said. “Wendy’s will need to be relentless in its pursuit to elevate all menu categories to embrace high quality and fresh ingredients. The company is moving in the right direction.”
