It's baaaaaack! Pretzel Cheeseburger.. early July 2014
It's back ... and then some! Glad to see management decide to allow customers to choose a Pretzel bun on ANY sandwich going forward. That is smart. The run to $12/share has officially begun as the media "eats up this news." That's the way I see it, anyway.
As an investor, I addressed a letter to them - from the CEO on down to Marketing = several months ago stating that they had possibly 'broken something that was fixed' when they discontinued the Pretzel Bun and suggesting that perhaps they should perform additional Market Research. I received a nice response from Chief Executive Emil Brolick that explained the challenges [inventory management being the primary issue], but that the total problems created by the Bun were (and then repeated this response during the earnings call in July):
“When you look at our operating system, I will tell you it’s not easy handling things like Pretzel Bacon Cheeseburgers in the back of the house. And when you think about the build of that sandwich, you’ve got natural cheddar cheese, a very, very high-quality natural cheddar cheese. You’ve got cheddar cheese sauce, you actually have a Smoky Honey Mustard that’s specifically brought in for this. You have a bacon that is extremely hard to find out there; it’s center-cut bacon. … You put this on a spring mix, and not just leaf lettuce, and you put all of these things together, and we’re used to custom-building sandwiches and building sandwiches to order.”
I responded back that IMHO, when you have a product that was a successful and enticing as the Pretzel Bun, that you just have to go the extra mile to keep a favorite in front of the consumer.
While I am certain they heard from hundred, if not thousands, of other people, I am most happy that this July 4th weekend comeback is taking place.
Nothing but increased sales numbers should result!
I almost sold some shares today. When I read the news this afternoon of the pretzel burger coming back in July, I was so glad I did not pull the trigger. Wendy's will have a very good summer. Looking for 12 bucks by fall. Good luck to all.