NEW YORK (MainStreet) – When it comes to the burger wars, there’s McDonald’s and everyone else.
It’s no surprise, then, that everyone else has been doing everything in their power to catch up. Burger King toyed with headline-grabbing menu items like the stuffed burger before kicking its goofy “King” mascot to the curb and getting back to the basics. And now Wendy’s is likewise focusing on the fundamentals, launching a revamped burger Monday.
The normal lineup of burgers has now been replaced with a new line of signature sandwiches, known as the “Dave’s Hot ‘n Juicy Cheeseburgers.” The “Dave” part of course refers to Dave Thomas, the chain’s late founder. And the “hot ‘n juicy” part refers to the patty, which is evidently juicier and thicker.
The toppings are new, too. The onions are red, not white. The pickles are crinkle-cut. And there are “thick-sliced” tomatoes; while we remember there being tomatoes in the past, apparently these are a bit thicker. And the bun is now buttered and toasted, which is a nice touch.
The burger makeover comes a little over a year after the chain introduced new fries featuring sea salt and skin-on potatoes, as well as fancy new salads. Clearly, the chain sees ramping up its food offerings as the key to success.
While gaining ground on McDonald’s is the implicit goal of the move, you have to wonder whether Wendy’s is looking over its shoulder as well. Smaller chains like Five Guys and In-n-Out have eaten Wendy’s lunch in the burger department in recent Zagat surveys, and as Five Guys sees explosive growth, Wendy’s is clearly trying to make sure it doesn’t lose market share to the young upstarts.
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