In a move that doubles as a healthy menu addition and a gain for thrifty consumers, Wendy�s (NYSE: WEN) is adding half-sized versions of its new premium salads, luring customers looking to spend less in a tough economy.
By the end of this month, the new half salads will be available in premium select versions such as Apple Pecan Chicken and BLT Cobb, priced at $3.99. For $1 more, customer also will have the option to add-on two additional items like a baked potato, Jr. Bacon Cheeseburger, chicken wraps or drinks. All normally cost between $1 and $1.49.
The new half-priced salads come only a few months after the fast-food chain created the initial line salad offerings for $5.99. The salads themselves have so far been a success, doubling the number of salads sold compared with 2009 � way ahead of company expectations.
The company�s marketing division aims to keep prices for lunch below the $5 mark, which could help with average customer sales. Wendy�s, along with other fast-food chains, have seen consumers gravitate more to value menu options while slimming down orders in recent years. Research firm NPD Group said from value menus sale increased in the most recent quarter.
The offerings as well are part of the company�s move into �premium� menu items, something McDonald�s (NYSE: MCD) and Burger King (NYSE: BKC) have already seen success from. Mickey D�s has its $5 Smokehouse Deluxe burger while BK A.1. Steakhouse XT and Smoky Cheddar Steakhouse XT look to be winners. It�s also test-marketed Burger King brunches, with cibatta breakfast sandwiches and mimosas. Wendy�s so far has showcased burgers with blue cheese and improved buns, and points out that it�s testing new French fries with sea salt.
And with this cautious foray into inexpensively priced premium items, Wendy�s hopes to see some of the powerhouse success that has so far been just out of its grasp.
As of this writing, Burke Speaker did not own a position in any of the stocks named here.
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