Wendy's introduces artisan flatbread sandwich platform

March 26, 2013

After months of testing new bread platforms, Wendy's has officially launched its new flatbread grilled chicken sandwiches.

"We're redefining the way consumers eat grilled chicken — with a multigrain artisan flatbread that has superior quality and taste," said Craig Bahner, Wendy's chief marketing officer. "We believe our flatbread is significantly better than any competitor, and comparable in quality to sit down restaurants. The flatbread adds flavor, texture and excitement to grilled chicken, creating a bold, distinctive taste you can't find anywhere else."

The new flatbread sandwiches — in North American restaurants from March 26 to late May — are offered in two varieties, asiago ranch and smoky honey mustard.

Wendy's worked with culinary experts to create the five grain flatbread, which includes flax seeds, cracked wheat, rolled oats, millet and sesame seeds. The flatbread is warm and toasted on the outside, soft and chewy on the inside.

Lori Estrada, vice president of Culinary Development, added that the combination of toasted bread, fresh vegetables and warm chicken provides a texture contrast "which is pleasing to eat."

Both varieties include a grilled chicken breast with all-white meat, topped with a spring mix featuring nine different types of greens, and hand-sliced tomatoes. The asiago ranch also includes Applewood smoked bacon, natural asiago cheese and creamy asiago ranch sauce.

The smoky honey mustard sandwich has a sweet and savory flavor and is 370 calories.

"Now That's Better" advertising

Wendy's will introduce the new sandwiches through national TV advertising, digital and social media activities, a print campaign, restaurant merchandising, local radio and outdoor billboards.

The television creative features Wendy's "Red" character who shares the message that "not only is the new flatbread sandwiches unexpected from QSR restaurants, but they are so tasty that consumers will want to share the news with everyone they know."

The digital effort takes advantage of the food spotting trend. Beginning April 2, customers are encouraged to Tweet a photo of their flatbread grilled chicken sandwich @wendys Twitter using the hashtag #twEATfor1K for a chance to win $1,000 that day.

For every sandwich photo Tweeted with #twEATfor1K, customers increase their chances of winning $1,000.

Read more about food promotions.

Topics: Food & Beverage , Marketing / Branding / Promotion , Operations Management , Sandwich

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