Dive Brief:
- Wendy’s upgraded its chicken sandwiches, both the Spicy and the Classic, with a new marinade, new breading recipe, soft potato bun and mayo mix, the brand announced Monday.
- The Spicy Chicken sandwich now comes with pickles in addition to the other upgrades.
- Wendy’s said it relied heavily on consumer input with extensive sampling, consumer focus groups and in-store testing. The new sandwich formulation is available starting Monday.
Dive Insight:
The changes to the sandwich buns and mayonnaise are similar to updates Burger King made to the Whopper earlier this year, while strengthening Wendy’s position in the key chicken category. Price-point value plays for Wendy’s failed to stanch the same-store sales declines in recent quarters. As a result, the brand may deploy a barbell menu strategy that blends value plays with premium launches. This approach could appeal to consumers who view value as a phenomenon that goes beyond a specific price.
Wendy’s has struggled to generate same-store sales growth in recent quarters, as consumer pullback on restaurant spending has hit a number of brands. The chain’s marketing also played a role in the stagnation of its sales, as Wendy’s messaging lacked focus. Wendy’s is also facing hundreds of store closures, a retrenchment of its breakfast daypart and activist investor criticism.
The chain’s latest menu upgrades could help it make up for some of that sales decline.
Interim-CEO and CFO Ken Cook described the new chicken sandwiches as an “everyday upgrade compared to what [consumers] can get from the competition,” on the brand’s Q4 2025 earnings call.
The chain achieved that by substituting many individual elements with more premium items, Lindsay Radkoski, U.S. chief marketing officer, said in the press release. The new marinade is meant to deliver a juicier bite, while the new coating is a panko-style premium breading. The mayonnaise has been replaced with a “homestyle mayo inspired by classic Southern recipes.”
“After more than a year of testing and listening to consumer feedback, one thing was clear: guests wanted everything they already love, just elevated,” Radkoski said.
