News

Wendy's testing high-end 'Black Label' burgers

January 16, 2012

Not long after rolling out its "mid-tier" W offering and Dave's Hot 'N Juicy line, Wendy's is testing yet another burger; this time on the higher-end of the price barbell.

According to GrubGrade.com, a consumer in Wichita, Kan., located the "Black Label" hamburgers at a local Wendy's restaurant, along with the message: "The perfect harmony of signature taste and select ingredients."

The reader said there are two varieties on the label – Bacon Portabella, which includes guacamole, muenster cheese, tomato, bacon and a peppery sauce, and Spicy Santa Fe.

The Bacon Portabella single was priced at $4.89, which is on the higher-end of the QSR price point.

The Spicy Santa Fe also includes guacamole, pepperjack cheese, mixed salad greens, tomato, onion and cilantro jalapeno lime sauce.

Some QSRs, including Wendy's, Taco Bell, McDonald's and Burger King, have upgraded some offerings to compete with the fast-growing fast casual segment and its "better burger" reputation.

McDonald's launched its Angus burger line in 2009. Wendy's rolled out Dave's Hot 'N Juicy line in October, and Burger King launched the California Whopper in the summer, a spin on the chain's signature product, with guacamole added as a topping.

"The better burger trend has kept (QSR) on their heels," said Mary Chapman, Technomic's director of product innovation.

Some readers of GrubGrade aren't sold on the upgrades.

"Justin ST" commented: "Wendy's used to be a nice, traditional joint with food that knocked it out of the park. Now it's turning into one big gimmick, like McDonald's and Burger King."

Another reader, "Alrui," questioned whether or not the ingredients justified the higher cost.

Read more about food and beverage launches.