Can Dave’s Hot ‘N Juicy Revitalize the Flagging Hamburger Chain?

Fast food restaurant chains are all in a state of flux. With Wendy’s release of their new burger, the Dave’s Hot ‘N Juicy, they are just the latest in a trend that began with McDonalds changing portion sizes and adding healthy options to their kid’s menu items, and the more recent advertizing change-up by Burger King that dethroned the king in favor of a more menu-centric approach to advertizing. Is it because people are waking up to the thought that fast food is inherently bad for them?

Not likely. The true culprit lies in increased competition from upstart fast food franchises such as Five Guys and even Chick-Fil-A, which while offering quick food, also has the added benefit of not being thought of as a fast food joint. Of course, Wendy’s hasn’t actually updated their basic hamburger since 1969, when the burger chain was founded in Dublin, Ohio. Far from subscribing to the mantra that “change is good,” Wendy’s chose to keep their menu “traditional,” which has led to a number three ranking behind Subway and McDonalds in a recent Zagat survey of favorite fast-food joints.

Enter the Dave’s Hot ‘N Juicy. Due to begin serving today, the Dave’s Hot ‘N Juicy has been a two and a half year odyssey for Wendy’s food gurus, munching on details such as how to cut the pickles and whether or not to squirt mustard on the patty. Long in the making, yes, but could it be worth it? Here’s a test. Clear your mind. When I say the following phrase, what’s the first thing that pops into your head? Ready? Fast Food.

You thought about golden arches, didn’t you? Or maybe the hamburgler, that long-lost icon to political incorrectness who just couldn’t pass a cheeseburger without making off with it. Interesting test, huh? You’re reading an article about Wendy’s newest burger, and thought about McDonald’s there. Of course, if you thought about something else, you’ve got my apologies. No offense intended, but the Dave’s Hot ‘N Juicy just doesn’t rank yet.

Still, they did spend an awful lot of time researching this thing- maybe it is worth a shot. The new burger shouldn’t cost much more, between 10 and 20 cents, on average, due to better-quality ingredients being used throughout. Of course, the real question is what do you think of Dave’s Hot ‘N Juicy?

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