Wendy's is doing away with its Wendy's Pretzel Bacon Cheeseburger as part of its initiative to meet the needs of the fast food industry The Columbus Post-Dispatch reported Saturday.
"Limited-time offers are stock in trade in the fast-food industry," John Gordon, restaurant analyst and principal of Pacific Management Consulting Group told The Dispatch. "Quick-serve restaurants, such as Wendy's, typically have between six and 10 major marketing windows per year.) When you roll out a new product, it's new news. But the excitement around a new product wanes over several months. Bringing back a once-popular product can rekindle the buzz. Restaurants often reintroduce a popular item several times or more as a limited-time offer. (Think: McDonald's McRib sandwich, which seems to make an annual comeback.)"
The burger hit menus in July, and stayed until the fall due to its popularity. This resulted in high marks for helping the company increase sales for two consecutive quarters.
"Filling these windows with limited-time offers is part of Wendy's overall product innovation. Improving meats, toppings and breads, as well as salads, will) continue to remain as part of the package," Denny Lynch, a Wendy's spokesman told The Dispatch.
The fast food restaurant chain's new cheeseburger was also the next in line of a slew of other burger.
"This is the most anticipated new product in recent history," Craig Bahner, Wendy's chief marketing officer, told USA Today.
Others include the Dave's Hot 'n Juicy Cheeseburger, the W Burger and the double-patty Baconator.
98 Degrees singer Nick Lachey joined in on the mix when Wendy's launched the product, with the hosting of the product's launch party at the fast-food restaurant chain's location at West 34th St in New York City.
"When Wendy's introduced the new sandwich, I think the response was so positive they referred to it as a love fest and I thought, 'What better way to get all these sentiments out than through a series of love songs?'" Lachey told The New York Daily News. "Throughout my career, I've been known to sing love songs, so that's kind of where I came into this whole thing. It's just a fun project. I've obviously never had the opportunity to write a song about a Pretzel Bacon Cheeseburger before, so I thought, 'What the heck?' Let's take the opportunity and have some fun with it."
