Oct 20, 2021'Hot and Crispy' fries tackle key customer pain point

People’s lifestyles are picking up as pre-pandemic norms return, and on-the-go food products and services are being chosen by many as a form of convenience or treat in their hectic day-to-day. Wendy’s is one-upping competitors by addressing a key customer pain point: cold, soggy french fries.

Leila Zadeh

After four years of testing 20 different cuts of potatoes, Wendy’s has crafted the ultimate french fries that are hot and crispy – enough to withstand the potential chill of deliveries. In terms of appearance, the only noticeable difference is an extra layer of potato skin that coats the ‘hot and crispy’ fries. To nudge consumers to try the new recipe, Wendy’s is offering unsatisfied customers a free replacement which applies to fries bought in-store, at drive-thrus, and via delivery apps. “We know customers deserve better than the cold, soggy fries they’ve been receiving at competitors," says Carl Loredo, marketing chief at Wendy's. "That’s why we’re committed to delivering hot and crispy fries with every single order.”

Wendy’s has high hopes of getting ahead of its competitors in the fast-food landscape. And as the ‘new normal’ sets in, people’s busier lives are demanding more on-the-go food products and services, with the fast-food industry in the US rising from a $240.99 billion valuation in 2020 to $281.68 billion in 2021. But people don't just want easy and quick products, they expect the quality too. With the global online food delivery market expected to grow from $115.07 billion in 2020 to $126.91 billion in 2021 – an annual compound growth rate of 10.3% – brands that offer restaurant-level quality paired with delivery-level convenience are going to win with consumers in this space.

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