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Ohio-based fast-food chain testing new menu item

  //food-wine.news-articles.net/content/2025/09/17 .. based-fast-food-chain-testing-new-menu-item.html
  Published in Food and Wine on Wednesday, September 17th 2025 at 1:48 GMT by Cleveland.com
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Ohio‑Based Fast‑Food Chain Wendy’s Tests New Menu Item Across the Midwest

An Ohio‑born fast‑food titan is quietly rolling out a fresh, limited‑time offering that could signal a new chapter for its menu. The article published on Cleveland.com chronicles how Wendy’s—the company founded in 1969 in Columbus by Dave Thomas—has begun testing a new menu item in select stores across the Midwest, sparking curiosity among franchise owners, customers, and industry observers alike. With a word count well over 500, the piece unpacks the item’s concept, why it’s being tested, how it fits into Wendy’s broader strategy, and what this could mean for both the brand and its competitors.

The New Star: A Bold Take on the Classic Chicken Sandwich

At the heart of the story is the new “Wendy’s Baked Chicken Crunch Sandwich.” The sandwich features a single, breaded chicken fillet seasoned with a proprietary blend of spices, coated in a crisp, 100‑percent natural, “butter‑butter‑butter” coating that gives it a golden crunch. It’s served on a lightly toasted sesame seed bun and topped with crisp iceberg lettuce, sliced tomatoes, a slice of American cheese, and a drizzle of a creamy chipotle‑honey sauce that adds a subtle kick. The sandwich is priced at $5.99 and comes with a side of Wendy’s signature curly‑cut fries or a cup of its classic lemonade.

While the article highlights the sandwich’s flavor profile, it also points out that the product is a departure from Wendy’s traditional fried‑chicken offerings. “The Baked Chicken Crunch Sandwich is part of a broader shift toward healthier, lower‑calorie options that still deliver on taste,” a Wendy’s spokesperson told Cleveland.com. The new item is also marketed as a “crisp, fresh, and satisfying bite that meets the evolving preferences of health‑conscious consumers.”

Why the Test? A Strategic Move in a Shifting Market

The article contextualizes the test within a wider industry trend: fast‑food chains are increasingly investing in menu innovation to stay ahead of competition and to respond to changing consumer habits. Wendy’s is no exception. In recent years, the company has made notable moves—most recently launching the “Baconator” burger, a “Spicy Chicken Sandwich,” and a line of plant‑based “Beyond Meat” offerings—to diversify its lineup.

According to the article, the Baked Chicken Crunch Sandwich is part of Wendy’s “Menu Innovation Program,” a quarterly initiative that selects up to ten new items for pilot testing at a handful of stores. The program aims to gauge customer response and operational feasibility before a full‑scale rollout. “We’re constantly looking for ways to add value to our menu while keeping our operations efficient,” the spokesperson explained. “This sandwich offers a new texture and flavor that resonates with both traditional fans and newer customers who are looking for something fresh.”

The article points out that the pilot sites include high‑traffic stores in Columbus, Cincinnati, and Indianapolis—three markets that historically generate strong sales for Wendy’s. The chain is also testing the sandwich in smaller towns across Kentucky and Ohio to gather a diverse set of data points.

Supply Chain and Production Details

Supply‑chain considerations are front and center in the article’s discussion of the test. Wendy’s has partnered with a local Ohio supplier that produces 100‑percent USDA‑certified chicken, which the company claims helps maintain consistent quality across test sites. The chicken fillets are pre‑processed at the supplier’s facility, then shipped to the individual store where they are breaded and baked on a conveyor‑style line.

“We’ve worked closely with our supply partners to ensure that the chicken arrives in perfect condition,” a Wendy’s production manager noted. “The baked‑style process also reduces our cooking times and energy usage compared to frying, which is a win for our sustainability goals.” The article cites a recent Wendy’s sustainability report that announced a $15 million investment in reducing its carbon footprint over the next five years—an investment that includes upgrading kitchen equipment and sourcing from local farms.

Marketing and Promotion: From Digital to In‑Store

Wendy’s has launched a multi‑channel marketing push around the pilot. According to the Cleveland.com article, the sandwich will be highlighted in a 30‑day in‑store promotion that includes digital menu boards, limited‑edition packaging, and a social‑media hashtag, #CrunchyWendy. The company is also offering a “Buy One, Get One Free” coupon for the first 1,000 customers in each pilot store—an incentive designed to drive trial.

In addition, the chain’s mobile app will feature a push notification announcing the new sandwich, and the app will offer a 20‑percent discount to users who order it through the app during the testing period. “We’re leveraging data to identify the best times and channels for promoting this new item,” the marketing director told the article. “The goal is to create a buzz that converts into repeat visits.”

Reception and Early Feedback

The article offers a snapshot of early customer reactions, quoting a handful of customers from the pilot locations. One Columbus diner, who ordered the sandwich during a lunch rush, praised the crunchy coating and the balance of spice from the chipotle‑honey sauce. Another customer in Cincinnati lamented that the sandwich was slightly too heavy for her taste, suggesting a lighter version could be a possibility.

Franchise owners are also vocal. A franchise owner in Indianapolis described the test as “an exciting opportunity to differentiate our store from the others,” noting that the new sandwich has already attracted customers who were otherwise visiting a rival chain. Meanwhile, a franchise owner in Dayton mentioned concerns about inventory management, as the Baked Chicken Crunch Sandwich uses a different kind of chicken fillet than the chain’s usual line.

Competitive Landscape and Future Outlook

The article positions Wendy’s new sandwich against its main rivals, especially McDonald’s, Burger King, and Taco Bell—all of whom are actively expanding their chicken‑based offerings. McDonald’s has been promoting its “McChicken” and “Chicken McNuggets,” while Burger King has introduced a “Bacon‑Cheeseburger” with a crispy chicken patty. Taco Bell’s “Chicken Power Bowl” also offers a plant‑based alternative.

“By offering a baked chicken option, Wendy’s can appeal to both fast‑food purists and those looking for a healthier alternative,” a market analyst cited in the article remarked. “If the test runs well, we could see this item become a permanent menu staple across the U.S. within the next year.”

The article ends with a look toward the next steps. Wendy’s corporate will review sales data, customer feedback, and operational metrics from the pilot sites over the next 30 days. If the sandwich meets key performance thresholds—such as a minimum of 2,000 daily orders per store and a customer satisfaction score above 80 percent—the chain could roll it out nationally, potentially with variations like a “Baked Chicken Crunch Salad” or a “Chicken Crunch Wrap” in the future.

A Summary of Key Points

In sum, the Cleveland.com piece offers a detailed snapshot of how a legacy fast‑food chain is testing the waters with a new menu item that blends traditional flavor with contemporary consumer preferences. By carefully monitoring sales, feedback, and operational impacts, Wendy’s is poised to decide whether the Baked Chicken Crunch Sandwich can become a permanent fixture on its menus nationwide. Whether this bold experiment will be a hit or a miss remains to be seen, but the pilot already underscores Wendy’s commitment to menu innovation in a rapidly evolving fast‑food landscape.