Wendy’s Goes Bold With Two New Spicy Sandwiches

Source: http://www.flickr.com/photos/19787235@N04/

If the rising popularity of fast food chains like Chipotle (NYSE:CMG) has taught us anything, it’s that consumers like when restaurants can share some of their heat from the kitchen. According to a Zacks analyst note via Nasdaq.com, the research firm Technomic reported in its 2013 Flavor Consumer Trend Report that nearly 54 percent of domestic consumers like spicy sauces more than the less spicy products. That trend is demonstrated in some of the recent spicy success enjoyed by a handful of struggling fast food companies.

Wendy’s Co. (NYSE:WEN) is one such hamburger giant that has gained traction this year, thanks in part to two spicy food items on its Right Price, Right Size menu. These two limited-time products — the Spicy Chipotle Crispy Chicken Sandwich and Spicy Chipotle Jr. Cheeseburger — are priced at only 99 cents, and they are now enjoying significant attention from consumers.

Wendy’s two sandwiches, made either with beef or a crispy chicken filet topped with cheese, jalapeños, and a spicy sauce, can be found at most Wendy’s locations in the U.S., and they fall alongside other popular options on Wendy’s value menu that is now similar to McDonald’s (NYSE:MCD) new dollar menu. The Right Price, Right Size Menu offers five types of cheeseburgers, three varieties of chicken wraps, and other offerings in the price range of 99 cents to $1.99.

According to Zacks, Wendy’s two new spicy sandwiches are part of the chain’s initiative to to expand and rejuvenate itself. Like its rivals, the Dublin, Ohio-based company has been struggling to stay competitive at a time when quick-service hamburger restaurateurs are not thriving as much as they once did. The chain is working on reshaping its menu to help drive consumer traffic and remind customers why they initially enjoyed Wendy’s fare so much in the first place.