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Wendy's launches Dave's Hot 'N Juicy burger

September 18, 2011

Wendy's begins selling its new burger line today, Dave's Hot 'N Juicy, named after late founder Dave Thomas.

This is the first time in the company's 42-year history its hamburger has been remade. According to the Associated Press, it was no small task, as every detail was considered. A pickle chemist was even brought on board for consultation.

The process – called Project Gold Hamburger – to find the right product took more than two years.

"It's still a quarter-pound patty, but it's thicker. It's thicker and juicier," said Denny Lynch, Wendy's senior vice president of Communications. "We have not only improved the beef, but also the veggies, condiments and bread."

The Hot 'N Juicy features extra cheese, a thicker beef patty, crinkle-cut pickles, hand-sliced tomato, red onions and a butter toasted bun. It no longer includes mustard, and the mayonnaise is now whole-fat. Everything has been changed but the ketchup.

"It's not a product improvement; it's a totally reengineered product. Our core product, our company jewel, is the hamburger and that's why we're returning to it. It's part of our brand strategy to find authentic, higher quality ingredients," Lynch said.

In the company's second quarter earnings call, then-CEO Roland Smith said there had been a 2- to 3-percent sales increase in markets testing the burger line.

The updated burger is part of a long list of menu enhancements the chain has made recently, including a new breakfast line, premium salads and a berry twist on the classic Frosty. Wendy's also updated another other core item when it launched natural-cut sea salt french fries in late 2010.

Prices for the burgers are expected to be up to 20 cents more than the original; however franchisees in the Wendy's system set their own prices. At the company's "ultra modern" prototype store in Dublin, Ohio, down the street from its headquarters, the Big 'N Juicy is currently selling for $3.49 for the quarter-pound, $4.69 for the half-pound, and $5.79 for the three-quarters pound.

On Facebook, Wendy's has rolled out Dave's Hot 'N Juicy Tour of America. The new burger line will head on a coast-to-coast tour in celebration of the launch. The tour will include free cheeseburger giveaways, games, prizes and live performances, and will hit 26 cities.

Read more about food and beverage launches.