News

Wendy's rolls out new burger, the W

November 16, 2011

Wendy's has launched its new "mid-tier" burger, the W. The item features two 2.25-ounce patties of North American beef, cheese and Wendy's zesty signature sauce (made with hints of pickle, tomato and red pepper), sweet red onions, lettuce and crinkle-cut pickles.

The new burger is served on a buttered, toasted bun and is made-to-order.

"With the 'W,' Wendy's gives cheeseburger lovers an indulgent taste experience at a great price," said Gerard Lewis, Wendy's senior vice president of Product Development. "The 'W' continues our menu evolution, as we offer even more mouthwatering choices bursting with flavor that suit the tastes and budgets of customers."

The W is available for the recommended price of $2.99.

Aiming for a mid-tier burger

Wendy's announced the creation of the W on its recent Q3 earnings call.

CEO Emil Brolick said the new Dave's Hot 'N Juicy line has experienced "significant success" and the company wanted to offer a burger that fell in-between the Dave's price point and the My 99 entry-level price point.

"Our December marketing message will focus on the launch of The W," Brolick said during the call. "We think this will position between Dave's Hot 'N Juicy line and entry-level hamburgers and is a compelling way to finish the year and put Wendy's in a position to enter 2012 with momentum."

Brolick added that the launch of The W is a way to try and get some customers to "trade up" from the My 99 value menu products.

"This is a high taste profile, indulgent sandwich that did very very well in test markets," he said.

The addition of the W continues Wendy's recent menu overhaul, which in the past 15 months has included the launch of four Garden Sensations Salads, My 99-cent Everyday Value Menu, Natural-Cut Fries with Sea Salt and Dave's Hot 'N Juicy Cheeseburgers.

Wendy's Twitter feed (@Wendys) will be hosting a series of challenges through Nov. 28, and giving select winners Best Buy gift cards and Southwest Airlines tickets.

Read more about food and beverage launches.