Wendy's adds ciabatta for Mediterranean-inspired premium burger

 
Jan. 27, 2014

Wendy's has introduced a premium Ciabatta Bacon Cheeseburger, inspired by Mediterranean cuisine.

The new offering features creamy rosemary garlic aioli, roasted chopped tomatoes, spring mix, naturally aged Asiago cheese and a quarter-pound patty of North American beef, according to a press release. The ingredients are topped with Applewood Smoked bacon and served on toasted ciabatta bread.

"We're back again with another premium cheeseburger on an artisan crafted bun to give consumers what they've come to love from Wendy's," said Craig Bahner, Wendy's CMO. "The new Ciabatta Bacon Cheeseburger reinforces our commitment to offer consumers premium ingredients and unique flavors, changing what they should expect from a quick service restaurant."

The introduction of ciabatta follows the chain's rollout of its pretzel bun, five-grain flatbread and brioche in 2013.

"2013 was our 'Year of the Bun' ... Sales results proved these products were a hit with consumers as company-operated same restaurant sales were up 3.2 percent in the third quarter of 2013 and preliminary same restaurant sales were up 3.1 percent in the fourth quarter," Bahner added.

The company said the new ciabatta bun has a "light, airy texture" and a thin crust. It is produced on an artisan line and is sliced and baked, meaning no two ciabatta buns are exactly the same. Available for a limited time only, the Ciabatta Bacon Cheeseburger has a recommended price of $4.79. Prices may vary by market.

According to a recent report from Technomic, artisan breads are listed among the Top 10 restaurant trends. Mediterranean cuisine has also been identified as a top restaurant trend.

"Lunch Intervention" E-Cards

Wendy's — in partnership with someecards — is releasing "lunch intervention"-themed e-cards for consumers to reconsider their "bad lunch choices and go for something livelier, like a Ciabatta Bacon Cheeseburger."

There are more than 20 "lunch intervention" e-cards available to share with friends, family and co-workers, at Wendys.com/Ecards through early March. Five of the e-cards are available in Spanish.

Read more about food and beverage introductions.


Topics: Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Trends / Statistics


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