Dave Thomas was smart enough to know that a good idea is a good idea, no matter who else is embracing that idea. So Dave wouldn’t care that the chain he founded, Wendy’s, is announcing a burger revamp with a new bakery-style bun immediately after a competitor, Jack in the Box, announced the same tactical move to better burger buns. But Wendy’s says the bun is not what sets it apart.
Wendy’s now is putting the Dave’s Hot ’N Juicy Cheeseburgers line that it introduced in 2011—Dave’s Single ($3.99), Dave’s Double ($4.89) and Dave’s Triple ($5.89) burgers—on the new bakery-style bun that the chain says is “inspired by Dave’s original recipe.” The burgers are dressed with “Dave’s signature mayo” along with tomato, lettuce, red onion and crinkle-cut pickles.
A new campaign positions Wendy’s as “deliciously different” for using fresh-never-frozen beef and investing in the more-expensive supply chain that using fresh ingredients requires. TV spots do not use Dave’s daughter, Wendy, whom it hasn’t used in advertising since 2012. Watch for “Deliciously Different” to continue as Wendy’s marketing line.
Here’s another father-daughter burger story. MAD Social, which opens Feb. 8 in Chicago’s West Loop will be run by Gina Stefani, daughter of Phil Stefani, whose multi-concept company operates nine Chicago-area restaurants.
MAD Social will be selling 10 lbs. of burgers a day. They know that because 10 lbs. of burger beef is all they’ll be parceling out each day. And the house creation, the MAD Burger ($20), looks a sure bet to sell out daily. The build (below): house-ground Wagyu beef, aged Cheddar, crisp pork belly, Cajun onion strings, mad mayo, house pickles and baby arugula on a brioche bun with house-made fries.