Wendy's updates, diversifies value menu

Jan. 3, 2013

Wendy's has introduced its new Right Price Right Size Menu, a revamp of the brand's original value menu that was introduced in 1989, well before its competitors embraced the concept.

Wendy's updated value menu includes up to 18 items available from 99 cents to $1.99. It is now available nationwide and features a range of options, including four different cheeseburgers, three chicken wraps, two side salads, chili and a chicken sandwich.

"Value is what you get, not just what you pay," said Craig Bahner, Wendy's chief marketing officer. "Consumers are making smart choices how they spend their money. Our new Right Price Right Size Menu is a cut above the competition in variety and taste by offering more flavor and meal options than other value menus."

Wendy's executives have been hinting at this revamp for the past few quarters. In June, Bahner said getting the price/value equation right was a major goal for the brand moving forward.

In November, CEO Emil Brolick added that the company was aiming to lower food costs without lowering quality. The Right Price Right Size Menu, he said, has a positive impact on the cost side of business.

"We think this menu provides us an opportunity to get continuity across our system," Brolick added.

Wendy's pushes kids' meals during dinner daypart

Additionally, Wendy's is promoting a $1.99 kids' meal after 4 p.m. with options for apple slices, Juicy Juice Apple Juice or TruMoo Milk.

"Today's economy makes it harder for families' to enjoy the fun experience of dining out together. We're lowering our Kids' Meal price and offering more choices for side options. Together with our expanded value menu, we offer quality foods, variety and portion sizes to make the family meal a great experience," Bahner said.

Digital initiatives

To mark the launch of the new value menu, Wendy's has introduced a "Claim Your Taste" game to engage online fans. According to a news release, the game is Wendy's biggest effort to date in the digital space.

"Claim Your Taste" rewards customers for sharing online their favorite Right Price Right Size value menu items by becoming eligible to be a virtual spokesperson. Their Facebook profile picture and name may appear with their menu selections on Wendy's digital properties, including its Facebook page, wendys.com, and custom banner ads.

"'Claim Your Taste' is a fun way for our customers to share with us and their friends how they customize their value meals," Bahner said. "It enables Wendy's fans to become virtual spokespeople for their taste claims. We encourage Wendy's fans to enjoy their taste claims at their nearby Wendy's and tell us what makes them their favorites on Twitter using #ClaimYourTaste."

"Claim Your Taste" is the first of a three-part digital effort that will run yearlong in support the Right Price Right Size Menu.

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Topics: Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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