May 8, 2012

"W" Cheeseburger Shelved as Wendy’s Sales Stall

Wendy's CEO could have learned this from any McDonald's Operator years ago.

"In response to a “What were you thinking?” question, Brolick explained that the W had 
been priced low with the idea of creating a mid-price tier that discount-minded “My 99¢ 
Value Menu” buyers could trade up to. Instead, Dave’s buyers traded down to the W. 
Wendy’s discovered that “Those 99¢ shoppers are 99¢ shoppers and it’s not likely we 
can move them up,” Brolick said.


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