• by Karlene Lukovitz  @KLmarketdaily, October 1, 2008

On the fast-food wars front, Wendy's plans to get more aggressive now that it's officially been acquired by Arby's parent Triarc Companies, Inc., becoming part of what's now called Wendy's/Arby's Group, Inc.

Meanwhile, Dunkin' Donuts, not to be outmaneuvered by Starbucks and other competitors for the java buck, is offering 99-cent lattes and a value-priced sandwich deal through Nov. 11, and backing it with a new ad campaign.

The close of the Triarc deal earlier this week--in which Triarc (the investment arm of investor Nelson Peltz) acquired Wendy's International for $2.2 billion--gives Wendy's financial backing that promises to put it on considerably more equal footing in its perennial struggle against McDonald's and Burger King.

After the close, Wendy's CEO Roland Smith revealed to The Wall Street Journal the burger chain's intention to launch a major makeover. Smith said Wendy's will not only revamp its value menu (again) sometime in the next 12 months, but will focus on wooing an older demographic.

The chain will focus on consumers ages 24 to 49, rather than its current 18- to-24-year-old target, according to Smith--who also said that Wendy's needs to reformulate some of its breakfast items and improve its coffee.

The planned changes in Wendy's value menu in the months ahead, unspecified by Smith, are being driven by higher input and labor costs.

Only a month ago, Wendy's announced that it was replacing its 99-cent Stack Attack with a slightly different--although already existing--99-cent burger, the Double Stack Cheeseburger. Simultaneously, the QSR launched a marketing push promoting the Double Stack in tandem with two existing 99-cent sandwiches on its Value Menu, the Junior Bacon Cheeseburger and Crispy Chicken Sandwich.

Those value-menu moves were a strategic attempt to capitalize on McDonald's' acknowledgement that it might have to alter or replace the $1 double cheeseburger that has anchored McD's Dollar Menu and been its largest sales-driver since 2003.

Over at Dunkin' Donuts--where pressure is mounting, given significant new competition from McDonald's aggressive push into specialty coffees--the latest move emulates a recent Starbucks promotion, but takes the value pitch even further.

Dunkin' Donuts is offering a small hot or iced latte on any weekday between 2 and 5 p.m. for 99 cents. In addition, during that time frame, the chain is offering a 99-cent Egg and Cheese Sandwich with the purchase of a medium or larger hot coffee.

Starbucks just ended a promotion in which it offered any iced beverage for $2 after 2 p.m., with a Starbucks purchase receipt from earlier in the day. Starbucks confirmed to the Associated Press that the promotion had successfully lifted its afternoon sales.

Dunkin' has launched a new ad campaign in conjunction with the latte and sandwich promotions. The ads depict "hard-working Americans"--including a waitress, an office worker and a mail carrier--climbing up a hill, Dunkin' coffee in hand. The concept: They are relying on the caffeine jolt to carry them through their daily "uphill battle." The 30- and 15-second television, radio and outdoor spots will run through November.