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This burger chain is looking to beef up its sales.
Wendy’s is testing better ingredients as part of a major multiyear turnaround plan after seven straight quarters of dropping sales.
The burger chain says the upgrades include thicker, crispier bacon and a richer, creamier Frosty. Wendy’s plans to make their cut of bacon “substantially thicker” and more textured to improve crunch and flavor intensity on items like the Baconator.
The classic Frosty recipe is being reformulated to have a richer, more velvety texture. Wendy’s says it’s testing the upgrades now and they’ll roll out as they’re ready, with a “fully refreshed menu” in 2027.
The chain’s U.S. sales plunged 5.7% in the third quarter ending Sept. 27 compared to last year. International sales dipped 2.2% year over year as well, according to the company’s latest financial report, which caps a rough period for the 56-year-old fast-food giant.
The fast-food hamburger chain has seen hundreds of store closures, executive shake-ups, and slumping sales. Wendy’s has struggled as cash-strapped consumers eat out less and beef prices surge. The report also noted that their value promotions have failed to bring customers through the doors.
The new “Dave’s Way” plan is Wendy’s bid to spark sustainable growth, built around five key pillars: menu, marketing, operations, digital experience, and restaurant performance, CEO Bob Wright explained in a video. In a Nov. 5 announcement, Wright insisted Wendy’s remains the fast-food leader in quality and is “always worth what you pay.”
The fresh strategy follows Wendy’s rejection of a $1.4 billion buyout bid from Nelson Peltz’s Trian Fund Management. The company said the offer “undervalues Wendy’s and its potential.”
“Our confidence rests firmly in Bob Wright’s proven track record of seasoned industry leadership, including restaurant business turnarounds,” Art Winkleblack, Wendy’s board chair, said in a statement.
Wright was appointed by Wendy’s in May as its chief executive officer, ending a nearly year-long leadership drought after previous CEO Kirk Tanner left for Hershey after just 18 months with the chain.
Under the revamp, the chain is overhauling its menu to boost both food quality and value. Wendy’s has been testing improvements to core items, including upgraded bacon and Frostys, while planning a move to whole-leaf lettuce for sandwiches and refreshed salad options.
Franchisees can also drop breakfast service if it isn’t profitable, executives noted during the earnings call, despite breakfast being first launched in 2020. Locations that have stopped selling breakfast report better results during other parts of the day.
New menu boards are also being rolled out to highlight fan favorites.
Wright has previously criticized the chain for prioritizing cost savings over the quality of the food.
Founded in 1969 by Dave Thomas, Wendy’s today operates over 7,000 restaurants globally. Over the past several months, Wendy’s has shuttered nearly 300 of its 6,000 restaurants across the United States.
