Wendy's offers health nuts half salads
If you're looking to eat your veggies but not chow down on a mammoth pile of greens, smaller and cheaper portions are for you.
In a move that doubles as a healthful menu addition and a gain for thrifty consumers, Wendy's (WEN) is adding half-size versions of its new premium salads, luring customers looking to spend less in a tough economy.
By the end of the month, the new half salads will be available in premium select versions such as Apple Pecan Chicken and BLT Cobb, priced at $3.99. For $1 more, customers can choose two additional items, including a baked potato, a Jr. Bacon Cheeseburger, chicken wraps or drinks. All normally cost between $1 and $1.49.
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Half-size salads come only a few months after the
fast-food chain created the initial line of salad offerings for $5.99. The salads
have been a success, doubling the number of salads sold
compared with 2009 -- way ahead of company expectations.
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The company's marketing division aims to keep prices for lunch below $5, which could help with average customer sales. Wendy's and other fast-food chains have seen consumers gravitate more to value menu options while slimming down orders in recent years. Research firm NPD Group said sales from value menus increased in the most recent quarter.
has its $5 Smokehouse Deluxe burger, while Burger King's
A.1. Steakhouse XT and Smoky Cheddar Steakhouse XT look to be winners. It's
also test-marketed Burger King brunches, with ciabatta breakfast sandwiches and
Wendy's so far has showcased burgers with blue cheese and improved buns and points out that it's testing new fries with sea salt.
And with this cautious foray into inexpensively priced premium items, Wendy's hopes to see some of the powerhouse success that has so far been just out of its grasp.
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Sheldon Lavin's company is the parent of the Chinese entity under investigation by Shanghai authorities for using expired meat.
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