Wendy’s Tests Thicker Bacon, Creamier Frosty In Major Turnaround Strategy

Wendy’s is testing several menu upgrades, including thicker, crispier bacon, a richer Frosty and improved salads, as the fast-food giant begins a multiyear turnaround effort aimed at attracting customers and reversing declining sales.

The Ohio-based restaurant chain reported a 5.7% drop in U.S. same-restaurant sales during the third quarter of 2026, which ended September 27. International same-restaurant sales also declined, falling 2.2% compared with the same period a year earlier, according to the company's financial results released November 5.

In response, Wendy’s has introduced a new business strategy called “Dave’s Way,” a multiyear plan designed to restore sustainable growth, increase customer traffic and strengthen restaurant profitability. The initiative focuses on five areas: menu improvements, marketing, restaurant operations, digital experience and making restaurants an engine for growth.

Wendy’s Tests New Menu Upgrades, Including Crispier Bacon And Creamier Frosty

As part of the turnaround strategy, Wendy’s is reviewing its core menu items and testing improvements intended to enhance food quality and customer value.

The company confirmed to Fox News that its menu tests include thicker, crispier bacon, upgraded salads, a richer and creamier Frosty, and whole-leaf lettuce on sandwiches.

The changes are part of a broader effort to improve the restaurant experience while reinforcing Wendy’s reputation for quality ingredients.

During the November 5 announcement, President and CEO Bob Wright described Wendy’s as the “quality leader” in the quick-service restaurant industry, adding that its food is “always worth what you pay.”

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The company is also planning to simplify its menu by removing what Wright described as “lower volume items that add complexity” to restaurant kitchens.

Another significant operational change involves breakfast. Wendy’s franchisees will have the option to discontinue breakfast service at locations where the daypart does not make sufficient economic sense.

According to the company's third-quarter announcement, Wendy’s has revised its breakfast strategy to make decisions specific to individual locations. The company said testing had produced significant improvements in restaurant-level profitability.

A redesigned menu board is also being introduced to give greater visibility to the chain's signature offerings.

Wendy’s Dave’s Way Strategy Targets Sales Growth And Restaurant Performance

Beyond food improvements, Dave’s Way includes changes to marketing, restaurant operations and digital services.

Wright said the company has begun aligning its franchise system and leadership teams around the new priorities while directing resources toward implementing the strategy.

In the announcement, he said: "We have moved quickly to align the Wendy's system to support the strategy, organize our leadership and teams around our priorities and put resources behind execution."

He also acknowledged that the company had work ahead but pointed to early progress.

"There are early signs of progress, and the direction reinforces our conviction in the actions we are taking," Wright added.

Wendy’s reported global systemwide sales of approximately $3.3 billion for the third quarter of 2026. However, global systemwide sales declined 5.9%, reflecting a 7.6% decrease in the United States, partially offset by 3.5% growth in international markets.

The company also reported quarterly revenue of $547 million and net income of $15.1 million.

Its financial results show the scale of the challenge facing the chain as it attempts to improve restaurant performance and regain customer traffic.

Wendy’s Rejects $1.4 Billion Takeover Offer Amid Turnaround Efforts

The new strategy comes as Wendy’s faces additional pressure surrounding its business and ownership.

On November 5, Wendy’s rejected a $1.4 billion takeover proposal from a group led by Nelson Peltz's Trian Fund Management. The offer was rejected as the company continued pursuing its turnaround under Wright's leadership, according to Reuters.

Wendy’s is also undertaking changes to its restaurant portfolio, including plans involving the potential acquisition of up to 163 restaurants from franchisee Meritage Hospitality Group. The proposed transaction remains subject to a definitive agreement, competing offers and court approval.

The company operates more than 7,000 restaurants worldwide, making the turnaround effort a significant undertaking across its U.S. and international operations.

For now, Wendy’s is concentrating on improving its food offerings, simplifying restaurant operations, adjusting breakfast availability and strengthening its digital and marketing efforts.

The company hopes these changes will help restore customer traffic, improve franchisee economics and put the business on a more sustainable growth path.