November 07, 2013 // Franchising.com // Dublin, Ohio – Wendy’s is at it again with bun innovation – and this time it might leave you tongue-tied. Wendy’s® is bringing back its Bacon Portabella Melt and serving it on a toasted brioche bun, making Wendy’s Bacon Portabella Melt on Brioche (bree-?hsh) as mouthwatering in flavor as it is tongue-twisting in name.
"We’ve made our Bacon Portabella Melt even more irresistible with a new brioche bun –the kind you’d expect a French chef to make—but at a quick-service price and convenience," said Craig Bahner, Wendy’s chief marketing officer. "We know our new Bacon Portabella Melt on Brioche may be a mouthful to say. But no matter how you say Brioche or Portabella – we’ll gladly serve it to you."
Starting with ¼ lb. fresh North American beef patty*, each Wendy’s Bacon Portabella Melt on Brioche is loaded with irresistible flavor, including sautéed portabella mushrooms in creamy cheddar cheese sauce, thick-cut Applewood Smoked Bacon cooked fresh in every restaurant and two slices of American cheese. And the piece de resistance – a soft, buttery, French-style brioche bun made with real eggs and real butter and toasted to order.
The brioche bun is the latest in Wendy’s bread innovation line-up. From the multi-grain flatbread introduced in the spring to the wildly popular authentic pretzel bun, the new brioche is the third premium bread introduced by Wendy’s this year.
The Bacon Portabella Melt on Brioche is rolling out to all U.S. Wendy’s restaurants beginning Nov. 11th. It’s available for a limited time -- until late December. Recommended price is $4.79 (prices will vary by market).
Consumers’ summer love affair with Wendy’s pretzel bun offerings extended into the fall, but now it’s time to say goodbye to make room for other buns. Wendy’s pretzel bun is leaving restaurants this month as supplies end. While this may go down as one of the toughest break-ups in the history of quick-service restaurants, consumers must soon set their love of Wendy’s pub-inspired pretzel offerings free. Perhaps absence will make the heart grow fonder…
"We don’t want to bring heartache to our loyal pretzel fans, but we’re standing by our original commitment to serve our pretzel offerings for a limited time," Bahner said. "With the departure of the pretzel bun comes the introduction of other innovative breads paired with unique flavors we believe our customers will love."
The Wendy's Company is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and Company restaurants in the United States and 28 countries and U.S. territories worldwide. For more information, visit www.aboutwendys.com or www.wendys.com.
* Fresh beef available in the contiguous United States and Canada.