During the Company’s Investor Day, Wendy’s confirmed that both Frosty Swirls and Frosty Fusions will be joining the menu this year. There are more to these menu additions than meets the eye.
Food innovations instantly bring the excitement. Even if a guest always orders the same Biggie Meal, people talk about new burgers, sauces for chicken nuggets and Frosty flavors. While there is always interest for that first taste, true success is measured by repeat orders.
Over the years, the limited edition Frosty flavors have proved successful. From peppermint at the holidays to SpongeBob inspired pineapple, many people could not get enough of those special flavors.
The new Frosty Swirls and Frosty Fusions not only open the door to more flavor possibilities but also are a strategic choice for the quick service restaurant brand. This launch turns two frozen dessert options into multiple menu options.
As Lindsay Radkoski, U.S. Chief Marketing Officer for The Wendy's Company commented, “Frosty is one of the most iconic items on Wendy’s menu and we know that consumers are increasingly seeking new flavors and variety. Our new Frosty Swirls and Frosty Fusions will give our fans even more ways to enjoy this classic treat.”
By keeping both the chocolate and vanilla Frosty on the menu and using them in the Swirls and Fusions, it turns two desserts into many. It does not require a large cost outlay because there is no change to the base flavor. This concept is something that restaurant brands used to leverage success. There is less risk on trying a creative swirl flavor since it is simply an expansion of an existing product versus a whole new food item.
For example, Wendy’s could experiment with a hot honey swirl versus gambling on a Hot Honey Frosty. If the swirl isn’t popular, it can disappear quickly just like the tingling on your tongue. That ability to adapt to guests’ reactions is key to keeping them happy and the bottom line strong.
Although Wendy’s did not reveal the new flavors or potential options, the company can easily test flavors in certain areas before a nationwide rollout. Or, it can offer more limited run concepts. There might not be a call for a Frosty of the month, but it can be more than just a few options.
The exact timing of the Wendy's Frosty Swirls or Fusions is unclear; they will be coming. Let the countdown to begin to deliciousness.