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For the first time since the chain opened in 1969, the fast food restaurant Wendy’s has decided to change their burger.  Unable to compete with McDonalds’ healthier-choice menu and new chains like Smashburger and Five Guys popping up, the company decided to reinvent themselves.  The transformation didn’t happen over night, however.  The process took 2 years with every detail examined, almost every ingredient changed, and tons of market research along the way.  Among the many changes are a thicker patty, a toasted bun, crinkle cut pickles, red onions instead of white, and no mustard.
The question is will the risk pay off?  Not only may consumers not like the changes made to a burger more than four decades old, but they may not like the price.  Higher quality ingredients and a fatter burger mean higher costs.  Last year Wendy’s also received numerous consumer complaints after changing to naturally cut sea-salted fries.  If history is any guide, however, execs say after an initial resistance, those sales are doing better than ever.  Time will tell if the change to Wendy’s Old Fashioned Burger will pay off.

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Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.