"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.