NEW YORK – When Wendy's decided to remake its 42-year-old hamburger, the chain agonized over every detail. A pickle chemist was consulted. Customers were quizzed on their lettuce knowledge. And executives went on a cross-country burger-eating tour.
The result? Dave's Hot 'N Juicy, named after late Wendy's founder Dave Thomas. The burger — with extra cheese, a thicker beef patty, a buttered bun, and hold the mustard, among other changes — will be served in restaurants starting Monday.
"Our food was already good," said Denny Lynch, a Wendy's spokesman. "We wanted it to be better. Isn't that what long-term brands do? They reinvent themselves."
For Wendy's (WEN), based in Dublin, Ohio, reinvention is critical. That's why executives at the 6,600-restaurant chain spent the past two and a half years going over burger minutiae during an undertaking they call Project Gold Hamburger.
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