In an effort to spark sales in an age where more and more burger fans are turning to up-and-coming chains like Five Guys and premium offerings from chains like McDonalds, Wendy’s decided to reinvent it’s 42-year old burger.
After a year of exhaustive testing, Dave’s Hot ‘N Juicy lineup is rolling out with features like thicker beef patties, toasted and buttered buns, crinkle-cut pickles and red onions.
From the LA Daily News:
In the end, Wendy’s changed everything but the ketchup. It switched to whole-fat mayonnaise, nixed the mustard, and cut down on the pickles and onions – all to emphasize the flavor of the beef. The chain also started storing the cheese at higher temperatures so it would melt better, a change that required federal approval.
“It’s not about getting real exotic,” said Lori Estrada, Wendy’s senior vice president of menu innovation and packaging. “It’s about making everything work.”
While that all sounds well and good, some customers might be put off by the higher price—expect to see a 10 to 20 cent increase. Franchisees set their own prices, but a Wendy’s near the Dublin headquarters began selling the burgers last week for $3.49 for the quarter-pound, $4.69 for the half-pound, and $5.79 for the three-quarters pound.