Friday, April 6, 2007

Wendy's New Frosty Flavor & Breakfast Menu

Wendy's International has taken a hit to their sales and are trying to get back into the game. Their famous Frosty drink is undergoing changes; they tested over 100 different kinds of vanilla for a new Frosty flavor. As you may have noticed, they released the new vailla Frosty with a strong cotton candy flavor during last summer. Another promotional tool they are using are introducing wide straws and bubble-shaped tops.

Along with their new Frosty flavor, Wendy's has reintroduced their breakfast menu. Trying to keep up with major competitors, Wendy's will be serving breakfast sandwiches, French-toast sticks, hash-browns and more. Between the new Frostys and breakfast menu, Wendy's is hoping to attract a younger demographic.

I had been wondering why Wendy's decided to introduce a vanilla Frosty, but now understand the reasoning and strategy behind it to extend their target audience.

If you want to check out Thom Forbes' article, go to: http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58353&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=Wendys%20tries%20to%20attract%20young%20diners&page_number=0

1 comment:

Unknown said...

I'm happy to see that you read Marketing Daily's Around the Net and picked up the Wendy's piece, Liz. The original Wall Street Journal story at http://online.wsj.com/article/SB117581505867161529.html?mod=djemITP goes into a lot more detail.

I see you're a student in Ithaca. My friend and colleague Bob McMath used to have a new products museam there, but he sold it to the University of Michigan and retired. We wrote a book together ten years ago about new product winners and losers called "What Were They Thinking?"; I think it's still available on Amazon. In this case, it looks like Wendy's is thinking very smartly.
Good luck in your studies.
--Thom Forbes