Wendy’s New Value Menu 2013: More Items, Increased Prices

Angela Ayles
by Angela Ayles | January 8, 2013 @ 1:54 pm | 2 

Wendy’s has released their new and (arguably) improved value menu deals and, let’s just say, there’s a mixed reaction from consumers.

The old value menu featured items for 99 cents but the fast food chain has decided to beef up its popular menu by adding more options for customers – and increased prices for several of the favorite menu items.

Wendy’s is calling the new menu items “Right Price Right Size” but many agree that, while they may be the right size, they’re definitely not the right price. The value menu has now introduced products ranging in price from 99 cents to $1.99.

Obviously, the popular restaurant company is increasing prices to reflect the increased cost of the ingredients for these items. Their change is in line with other top competitors like McDonalds and Burger King who have also upped the prices of their value menus.

Some of the big changes to the menu include a 20 cent increase for a Jr. Cheeseburger Deluxe and a decrease in the number of nuggets for 99 cents (you used to get 5 but now you only get 4 for that price). One of the positive changes is the return of the 99 cent plain Junior Cheeseburger, which will make many customers happy.

The value menu items have become the most popular – and surprisingly profitable – products for the chain. Craig Bahner, Chief Marketing Officer for The Wendy’s Co., says that the value menu “grew because those customers tend to buy multiple products” making their bills higher than many customers who purchase solely from the traditional menu.

Bahner also notes that value menus have become – and will continue to be – a critical strategy in the success of fast food companies in the years to come.

Do you tend to purchase items off the value menus?

You can see all of the new products on the value menu here.

Source: USA Today