Struggling to connect with younger diners, Wendy's International is adding new flavors of Frosty that come with wide straws and bubble-shaped tops. Research shows that the Frosty is the No. 4 reason
people visit Wendy's, behind the square hamburgers, chicken offerings and salads.
After testing more than 100 different varieties of vanilla flavoring -- and having more than 100
consumer testers chose between two finalists -- Wendy's launched a vanilla Frosty with a strong cotton candy flavor last July. Frosty sales have increased 25%, and vanilla accounts for about 40% of
orders. Wendy's is now said to be tinkering with a coffee-flavored Frosty in its test kitchen.
Under pressure to produce stronger financial results, the No. 3 fast-food chain also is
taking an ambitious stab at relaunching a breakfast menu. It is serving buttermilk "Frescuit" sandwiches, French-toast sticks, hash-brown patties and other items at about 160 locations and hopes to
have breakfast in more than half its North American locations by 2008.
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