Seeing Double On Wendy’s 99-Cent Menu

AdAge.com:

While much of the fast-food industry is retooling its value proposition, Wendy’s is doubling down with burgers. The chain is adding a “double stack” cheeseburger to its 99-cent menu and promoting its junior bacon cheeseburger and crispy chicken sandwich that are also selling for under a buck.

“The double stack is a proven store traffic and sales driver,” Wendy’s interim chief marketer Paul Kershisnik said in a statement. “While the sandwich has been offered over the years in a number of U.S. markets, this will be the first time we have rolled it out nationally.”

The sandwich replaces the “stack attack,” launched in December. Both products offer two patties, a slice of cheese, mayo and ketchup. The double stack adds mustard, lettuce, tomato, onion and pickles.

Wendy’s agency is MDC Partners’ Kirshenbaum Bond & Partners.