Wendy’s Goes Upscale With New Menu Item

by Christopher Freeburn | March 27, 2013 12:37 pm

Wendy's WEN[1]Wendy’s (NASDAQ:WEN[2]) has added a new limited-time item to its menu, meant to draw chicken enthusiasts to its restaurants with a better-than-fast-food taste.

The burger chain will offer Flatbread Grilled Chicken sandwiches from March through late May. The sandwiches come in two flavors: Asiago Ranch and Smokey Honey Mustard, Restaurant News notes.

By using a five-grain flatbread usually found in fast-casual rather than fast-food venues, Wendy’s hopes to distinguish itself from similar sandwiches from rivals like Burger King (NYSE:BKW[3]) and McDonald’s (NYSE:MCD[4]).

The Asiago Ranch version, priced at $3.99, comes with bacon, tomato, asiago cheese and ranch dressing. The Smokey Honey Mustard version, priced at $3.49, includes tomatoes, greens and honey mustard.

McDonald’s is reportedly about to introduce the McWrap, a chicken wrap sandwich meant to challenge sandwich chain Subway[5].

Shares of Wendy’s slipped slightly in Wednesday midday trading.

  1. [Image]: https://investorplace.com/wp-content/uploads/2011/05/Restaurant-Fast-Food-Wendys.jpg
  2. WEN: http://studio-5.financialcontent.com/investplace/quote?Symbol=WEN
  3. BKW: http://studio-5.financialcontent.com/investplace/quote?Symbol=BKW
  4. MCD: http://studio-5.financialcontent.com/investplace/quote?Symbol=MCD
  5. a chicken wrap sandwich meant to challenge sandwich chain Subway: https://investorplace.com/2013/03/mcdonalds-takes-on-subway-with-new-menu-item/

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