Wendy's Launches Chicken Temptations :: Restaurant Supply Resource

Wendy's Launches Chicken Temptations

New Sandwich Line Features Bolder Tastes and Flavors

Even though it may sound like one, this is not an April Fool's Joke! Wendy's (NYSE:WEN) today announced that it has completely overhauled its line of chicken sandwiches -- despite the fact that consumers have long rated Wendy's chicken sandwiches as the "best tasting" among top hamburger QSR chains.
So why would the number #3 quick service hamburger chain undertake such a major change?

"Because at Wendy's, it's all about continuous improvement," said Kathie Chesnut, Wendy's executive vice president, business concept development. "For many years, our research has consistently shown that consumers believe our chicken sandwiches are the best in our category. However, if we can find a new way to give our customers even better tasting options, we're going to do it."

Wendy's new line of chicken sandwiches includes: Ultimate Chicken Grill, Homestyle Chicken Fillet and Spicy Chicken Fillet.

With national advertising set to begin April 14, the three sandwiches feature whole breast chicken fillets, distinctive new sauces and fresh garden toppings on Kaiser rolls.

"Arriving at this point has been a rigorous, two-year process as we developed and thoroughly tested each sandwich to ensure the end result is in line with consumers' expectations for bolder tastes, textures and flavors. We looked at every ingredient, then each sandwich in its totality, carefully building it from the bun up," Chesnut said. "Chicken Temptations(TM) is a strong line that we believe will further strengthen our competitive position in the marketplace."

The Spicy Chicken Fillet delivers a kick with Wendy's own blend of pepper and spices. The Homestyle Chicken Fillet is lightly-breaded and topped with romaine lettuce, red onion rings and a new creamy, tangy sauce. And for consumers looking for a grilled option, the Ultimate Chicken Grill is served with romaine lettuce, tomato and a sweet and savory sauce -- and has only seven grams of fat.

Wendy's introduced a breaded chicken fillet sandwich in 1980, and in the late 1980s launched all-white meat, crispy chicken nuggets. In 1990, the Company introduced a grilled chicken sandwich and, six years later, the spicy chicken sandwich. Wendy's continues to introduce new chicken menu items, such as the new Homestyle Chicken Strips served with a choice of dipping sauces and the Spinach Chicken Salad, which is available through the summer.

As with all Wendy's sandwiches, Chicken Temptations are made to order with fresh ingredients. The suggested retail price for the new sandwiches is $3.19.

Television, print and radio advertising will support the launch of Chicken Temptations. Television commercials begin airing April 14 and will run through May 28.

Wendy's Old Fashioned Hamburgers(R) was founded in 1969 by Dave Thomas and is the third-largest quick-service hamburger chain in the world with nearly 6,500 restaurants in North America and international markets.

Fact Sheet
Wendy's New Chicken Temptations(TM)

This April, Wendy's will launch a new line of chicken sandwiches. Wendy's new Chicken Temptations includes three chicken sandwiches -- Ultimate Chicken Grill, Homestyle Chicken Fillet, and Spicy Chicken Fillet. Chicken Temptations offer distinctive new sauces, garden fresh toppings, and Kaiser rolls. The Ultimate Chicken Grill boasts a bigger, juicier chicken breast fillet and a new sweet and savory sauce. The sandwich is big on taste with only 7 grams of fat. As with all sandwiches at Wendy's, Chicken Temptations are served fresh and made to order, with a choice of toppings.

Wendy's Chicken History

Since introducing the Chicken Breast Fillet sandwich in 1980, Wendy's continues to meet consumers' changing tastes. Wendy's introduced the Grilled Chicken sandwich in 1990 and the Spicy Chicken sandwich in 1996. Wendy's recently added Homestyle Chicken Strips to the menu: three tender strips of juicy chicken breast fillet lightly breaded with classic seasonings and served with a choice of Deli Honey Mustard, Heartland Ranch, or Spicy Southwest Chipotle dipping sauce.

Chicken Temptations sandwiches are a permanent part of the Wendy's menu.
Wendy's Chicken Temptations
Ultimate Chicken Grill
A marinated, whole chicken breast fillet, grilled to lock in the juices, and served on a warm Kaiser roll. Served with romaine lettuce, sliced tomato and our new sweet and savory sauce. All the flavor, with only 7 grams of fat!

Homestyle Chicken Fillet

A tender, whole breast fillet lightly breaded and cooked to a golden brown, on a warm Kaiser roll. Served with romaine lettuce, red onion rings, sliced tomato and a delicious creamy, tangy sauce.

Spicy Chicken Fillet

A juicy whole breast fillet seasoned with our own fiery blend of pepper and spices served on a warm Kaiser roll. Accompanied by romaine lettuce, sliced tomato, and mayonnaise.

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Date Listed: 2004-04-01

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Industry: Restaurants
Category: Product
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