News

Wendy's introduces new brioche bun

November 7, 2013

Just this year, Wendy's has introduced pretzel buns and multigrain flatbreads to its menu, and now the brand is adding a new brioche bun. The buttery, French-style bun is made with real eggs and butter and is toasted to order when served with the brand's new Bacon Portabella Melt.

Available for a limited time beginning Nov. 11, Wendy's Bacon Portabella Melt on brioche includes one-fourth pound fresh North American beef patty, sautéed portabella mushrooms in cheddar cheese sauce, thick-cut Applewood Smoked Bacon and two slices of American cheese.

"We've made our Bacon Portabella Melt even more irresistible with a new brioche bun –the kind you'd expect a French chef to make — but at a quick-service price and convenience," said Craig Bahner, Wendy's chief marketing officer. "We know our new Bacon Portabella Melt on Brioche may be a mouthful to say. But no matter how you say Brioche or Portabella — we'll gladly serve it to you."

The Bacon Portabella Melt on brioche is available for a limited time until late December. The recommended price is $4.79 (prices will vary by market).

During today's earnings call, Wendy's CEO Emil Brolick said the new product tested "extremely strong." Wendy's has previously run a Bacon Portabello Melt, but the brioche bun provides an upgrade.

"Goodbye, Pretzel. It's Time to Start Seeing Other Buns."

To promote the new offering, Wendy's is introducing a new campaign, "Goodbye, Pretzel. It's Time to Start Seeing Other Buns."

Wendy's pretzel bun is leaving restaurants this month as supplies end.

"We don't want to bring heartache to our loyal pretzel fans, but we're standing by our original commitment to serve our pretzel offerings for a limited time," Bahner said. "With the departure of the pretzel bun comes the introduction of other innovative breads paired with unique flavors we believe our customers will love."

Read more about menu introductions.