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Wendy’s Polishes Its Image – And Raises Prices – Inexpensively By Using Unusual Breads

May 31, 2013: 12:00 AM EST
An analyst from Janney Montgomery Scott says Wendy’s plan to roll out a pretzel cheesburger nationally this summer is part of a broader strategy to convince consumers that its menu is becoming higher quality – e.g., more premium breads – without increasing its own costs. The reasoning is that a unique bun gives a burger the appearance of better quality, and is therefore worth a higher price. Wendy’s goal is to polish its image in an effort to compete with the more upscale Chipotles and Paneras of the world. Janney analyst Mark Kalinowski upped his forecast for sales at Wendy's restaurants open at least a year to five percent – up from two percent – in the third quarter when the Pretzel Bacon Cheese-burger is expected to be released.
Candice Choi, "Wendy's pretzel burger isn't just about taste", Yahoo! News, May 31, 2013, via Associated Press , © The Associated Press
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