Revamped restaurants and higher quality foods just might be what Wendy's needs to finally best
Burger King in the rivalry they've shared for years, to be America's second-favorite fast food choice (via the OC Register).An analyst report released this week shows a favorable outlook for Wendy's, which enjoys 12.8% of the market share, just behind Burger King's 13.3%. McDonald's is still far and away the leader, with a commanding — if not insurmountable — 49.5% share.So how, exactly, does Wendy's plan to dethrone Burger King?First, it's updating its menu to include higher-quality items. And so far, so good. After a two-year process of painstakingly perfecting every ingredient (down to testing out crinkled pickles versus plain ones), execs finally OK'd Wendy's new burger, The Hot N Juicy this fall. People loved it, and so did Wall Street.A redone chicken sandwich is due out early next year, and test-market restaurants are currently trying out coffee drinks and bakery items with their customers.It's also redoing its physical space to mimick fast-casual restaurants like Panera Bread. About 20 tricked-out prototype restaurants, with flat-screen TVs and fireplaces, have already cropped up around the country. Wendy's plans to give more of its locations that facelift, repositioning itself as a higher-quality dining establishment.And Burger King isn't putting up much of a fight. Instead of distinguishing itself like Wendy's, Burger King repeatedly opts to be a McDonald's copycat.By establishing itself as a premium alternative to traditional fast food joints, Wendy's has a real chance to dip into the market share. If a consumer wants McDonald's, he or she will get McDonald's. But if a consumer wants a higher-grade bite on the go, Wendy's updates could soon make it the go-to choice.Now see why new fast food products get tested first in Columbus, Ohio > Please follow War Room on Twitter and Facebook.Join the conversation about this story »See Also:This Obscene Tweet Got Durex Into A Mess Of Trouble In South AfricaThe Incredibly Sly Way McDonald's Will Make Money From San Francisco's New 'Happy Meal Ban'Burger King Just Copied Another One Of McDonald's Smart Ideas
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