Hospitality Business Magazine

Wendy’s reveal “deliciously messy new BBQ pulled beef range

rsz_wendysWendy’s new BBQ pulled beef with bacon burger is delicious, and a wee bit messy.

New this week, the burger features award-winning 12-hour slow cooked tender pulled beef from Te Awamutu craft butchery Magills. Supreme winner of the 2015 NZ Food Awards, a generous helping of succulent pulled beef is teamed with flavoursome smoky BBQ sauce, crunchy broccoli slaw and Wendy’s famous Manuka smoked bacon, all atop a specially developed new cornbread bun.

There is also a supreme burger with the addition of a fresh, never frozen, juicy beef patty and natural cheese, and a side of topped fries loaded with more of that stand-out pulled beef and lashings of BBQ and cheese sauces.

Vodafone Warriors players Matt Allwood, Blake Ayshford, Jeff Robson and Ali Lauitiiti haven’t minded getting messy for the launch of the new range. A TVC released this week features the handsome foursome with pulled beef, BBQ sauce and broccoli slaw smudged and dripping from their cheeks, mouths and game jerseys.

Wendy’s have also created a tongue-in-cheek range of smart camo attire to help hide any lunchtime splatter, with the tees – printed with splatters of pulled beef, sauce and slaw – being given away through social media.

Wendy’s Marketing Manager Joanne Hall says the campaign came from the insight that some of the most delicious food can often be a bit messy to eat. “Our pulled beef burger definitely falls into that category so we decided to have some fun with the dilemma of eating a great burger but ending up with food all over yourself.

“The Vodafone Warriors were natural front people to have some fun with the idea that having food on your face might be worth it, even at a press conference.”

With Wendy’s sponsorship of the Vodafone Warriors now passing the eight-year mark, Joanne says the locally owned company are passionate supporters and very much committed to being part of the Warriors family.

The latest in Wendy’s bread innovation line-up, the new cornbread bun is another first for New Zealand and follows the launch of the hugely popular pretzel and brioche buns.

With both the pretzel and brioche off the menu for the time being, Wendy’s New Zealand CEO Danielle Lendich believes Kiwis will love the cornbread bun just as much. “This is a really premium, artisanal burger, loaded with flavour and award-winning, fresh, locally sourced ingredients. We are also the first New Zealand QSR to offer a cornbread bun.”

The BBQ Pulled Beef with Bacon range is available for a limited time at Wendy’s 23 restaurants nationwide.