LTOs have been in the headlines often, and they are a popular way for operators to offer innovation and increase value, but for today’s customers, cheaper prices aren’t the only way to improve perceived value. Even as LTOs continue to grow in popularity, some QSRs have adopted a different strategy to drive traffic with improved quality for more value and a better guest experience.
Many of today’s consumers are disappointed and feel that dining out “isn’t worth the money,” with 73 per cent of people listing food quality in their top three reasons for a disappointing recent restaurant visit. Upgrading a classic menu item seems to be an approach that some QSRs are taking to try and improve on a fan favourite, offering better taste and higher perceived value.
Wendy’s recently announced upgrades to its Spicy Chicken sandwich across the United States, boasting a bold flavour with a new marinade and a crispy panko-style breading infused with nine distinctive spices. “The Wendy’s Spicy Chicken Sandwich is iconic, and we saw an opportunity to make the best spicy chicken sandwich in the category even better,” said Lindsay Radkoski, U.S. Chief Marketing Officer, The Wendy’s Company. “After more than a year of testing and listening to consumer feedback, one thing was clear: guests wanted everything they already love, just elevated. This refresh honours the sandwich’s legacy while delivering the bold, modern flavour our fans crave.”
Burger King Canada’s new menu includes improvements to several menu items, including the Whopper, fries, chicken nuggets, and onion rings. The Whopper promises an even better experience with a more premium, better tasting bun and is served in a box that helps prolong the sandwich’s freshness. BK Canada’s new fries are shoestring cut, salted, and engineered for the ideal balance of a crispy outside with a natural texture and fluffy inside. Made with chicken sourced from Canadian farms and coated in a new crispy tempura-style batter, the upgraded Chicken Nuggets promise a crunchier bite and a more flavourful centre. BK Canada’s Onion Rings now feature a crispy tempura batter and real onion slices inside for maximum crunch and flavour.
“The Whopper has always set the standard for flame-grilled taste, and now that standard applies to everything we serve. Canadians who haven’t visited us in a while or have never been, are in for an amazing experience, and those who come in every week are going to love these elevated twists on their favourite items,” said Tom Curtis, President, Burger King US & Canada.
With restaurants fighting for consumer attention, it’s likely that this strategy will grow as margins remain slim and consumers focus on maximum value from their favourite restaurants.
Image courtesy of Wendy’s
