NEW YORK (AP) — When Wendy's decided to remake its 42-year-old hamburger, the chain agonized over every detail. A pickle chemist was consulted. Customers were quizzed on their lettuce knowledge. And executives went on a cross-country burger-eating tour.
The result? Dave's Hot 'N Juicy, named after late Wendy's founder Dave Thomas. The burger — with extra cheese, a thicker beef patty, a buttered bun, and hold the mustard, among other changes — will be served in restaurants starting Monday.
For Wendy's Co., based in Dublin, Ohio, reinvention is critical. That's why executives at the 6,600-restaurant chain spent the past two and a half years going over burger minutiae during an undertaking they call Project Gold Hamburger. That included deciding whether to switch from white onions on its burgers to red (they did), to change the fat/lean ratio of the meat (they didn't), or to go with plain or crinkled pickles (they picked crinkled.)
Wendy's also faces strong competition from McDonald's, which has snatched customers from rivals by remaking itself into a hip, healthy place to eat, with smoothies, Wi-Fi and coffee drinks. Last year, McDonald's had 49.5 percent of the fast-food burger market in the U.S, up from 41.6 percent in 2002, according to research firm Technomic. During the same period, Wendy's share fell to 12.8 percent from 14 percent. Burger King's fell to 13.3 percent from 17 percent.
P.S. Instead of changing the burger, I would insure that fries and nuggets are hot and fresh. Two and a half years of testing....
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