DUBLIN, Ohio, March 26, 2013 /PRNewswire/ -- Wendy's is – once again – shaking things up in the quick service restaurant (QSR) industry with another bold innovation, pairing grilled chicken with the bread it deserves – multi-grain flatbread -- with the launch of Wendy's Flatbread Grilled Chicken sandwiches.
"We're redefining the way consumers eat grilled chicken -- with a multi-grain artisan flatbread that has superior quality and taste," said Craig Bahner, Wendy's chief marketing officer. "We believe our flatbread is significantly better than any competitor, and comparable in quality to sit down restaurants. The flatbread adds flavor, texture and excitement to grilled chicken, creating a bold, distinctive taste you can't find anywhere else."
The new flatbread sandwiches – in North American restaurants from March 26 to late May – are offered in two varieties, Asiago Ranch and Smoky Honey Mustard.
Wendy's worked with culinary experts to create the perfect five grain flatbread, carefully crafted by artisan bakers, including flax seeds, cracked wheat, rolled oats, millet and sesame seeds. The flatbread is warm and toasted on the outside, soft and chewy on the inside. And, like all Wendy's sandwiches, the new Flatbread Grilled Chicken is made to order -- customers can customize their flatbread sandwich to suit their taste and dietary needs.
"Consumers want new innovative products and Wendy's is delivering by redefining the idea of baked breads in chicken sandwiches," Bahner said. "We're offering consumers higher quality and taste at a traditional QSR price."
Both the Asiago Ranch and Smoky Honey Mustard varieties include a chicken breast with all-white meat grilled in Wendy's kitchens, topped with a spring mix featuring nine different types of fresh greens, and hand-sliced tomatoes that are juicy and full of flavor. The Asiago Ranch also includes Applewood smoked bacon, natural Asiago cheese, and a dollop of creamy Asiago ranch sauce. The Smoky Honey Mustard sandwich has a sweet and savory flavor and is only 370 calories. Both varieties are packed with nutrients like protein, fiber, potassium, iron, Vitamins A and C (see Fact Sheet for nutrition highlights).
"Wendy's Grilled Chicken Flatbread sandwiches are part of our Recipe to Win," said Bahner. "This comes in the midst of a comprehensive brand transformation underway that includes food innovation, as well as bold, new restaurant designs, contemporary restaurant uniforms, attractive menu boards and packaging, and an updated Wendy's logo in all advertising and social/digital channels."
"Now That's Better™" Advertising
Wendy's will surround consumers with comprehensive marketing activities, including national TV advertising, digital and social media activities, a print campaign, restaurant merchandising, local radio and outdoor billboards.
The television creative features Wendy's "Red" consumer friend who playfully shares the news that not only is the new flatbread sandwiches unexpected from QSR restaurants, but they are so tasty that consumers will want to share the news with everyone they know.
The digital effort takes advantage of the popular food spotting trend. Beginning April 2nd, customers are encouraged to Tweet a photo of their Flatbread Grilled Chicken sandwich @wendys Twitter using the hashtag #twEATfor1K for a chance to win $1,000 that day. For every sandwich photo Tweeted with #twEATfor1K, customers increase their chances of winning $1,000. For full promotion details, visit http://www.wendys.com/twEAT.
For the Fact Sheet on nutrition, videos, photos and more information about Wendy's Flatbread Grilled Chicken sandwiches, visit http://aboutwendys.com/flatbreadgrilledchicken/.
About The Wendy's Company
The Wendy's Company is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and Company restaurants in the United States and 27 countries and U.S. territories worldwide. For more information, visit www.aboutwendys.com or www.wendys.com.
SOURCE The Wendy’s Company