Wendy's CEO says thicker bacon and a creamier Frosty are part of a "fully refreshed menu experience in 2027." On the same call, he said the upgrades "aren't in the field yet."
Wendy's is rebuilding its menu, starting with the bacon. CEO Bob Wright told investors on the chain's third-quarter earnings call Thursday, Nov. 5, that Wendy's is testing "thicker, crispier bacon," "a richer and creamier Frosty," whole leaf lettuce on sandwiches and improved salads.
The full makeover lands in 2027. The upgrades will roll out "as they are ready," Wright said, "resulting in a fully refreshed menu experience in 2027."
Don't go looking for the new bacon this weekend. When Stephens analyst Jim Salera asked what guests think, Wright said of the product changes, "Those aren't in the field yet." The early feedback comes from testing, he said.
It's all part of Dave's Way, the multiyear turnaround plan named for founder Dave Thomas. U.S. same-restaurant sales fell 5.7% in the quarter, the seventh straight quarterly drop, Yahoo Finance reported.
The call came the same day Wendy's turned down a $1.4 billion buyout from a group led by Nelson Peltz's Trian Partners, which we covered Nov. 6. The board said it would rather bet on Wright's plan. Apparently that plan includes bacon.
Wright has been promising better food since summer. Here's Forbes Breaking News' August report on his pledge to make changes:
What is changing on the Wendy's menu?
Wright listed four upgrades Wendy's is testing to improve the "quality and craveability" of its core items:
Bacon: thicker and crispier
Frosty: richer and creamier
Lettuce: whole leaf on sandwiches, which CNN described as bigger lettuce pieces
Salads: improved, with no details yet
Wendy's is also testing "a more focused menu structure" and "removing lower volume items that add complexity in our kitchens," Wright said. He didn't name which items could go.
Columbus outlet 614NOW described the Frosty test as a more velvety Frosty. Wendy's is based in Dublin, Ohio, just outside Columbus.
When will Wendy's new menu come out?
Sometime in 2027. Wendy's hasn't given a month. When Bernstein analyst Danilo Gargiulo asked about the turnaround's pace, Wright said a menu can't be rebuilt in three months.
With the new core menu planned for 2027, he said, "you better get busy on the ingredients and some of the items now."
Upgrades cost money. CFO Steve Cirulis said commodity costs rose about 4% in the third quarter, citing beef inflation and "investments in upgrading our products."
For now, Wendy's is leaning on deals. Wright pointed to a $7.99 Dave's Single Combo promotion, and Cirulis said it was starting to help early in the fourth quarter. Third-quarter promos included a $1 Frosty and $1.99 10-piece nuggets.
Is Wendy's getting rid of breakfast?
Not everywhere. Wendy's is "making breakfast optional for all U.S. restaurants," Wright said. Franchisees will get tools to decide which locations keep it, with the option expanding more broadly later this year.
Restaurants that dropped breakfast in tests "improved profitability across lunch, dinner, and late night," Wright said, and many recaptured all their breakfast sales. Wendy's says the change could add up to $200 million in restaurant-level EBITDA. It didn't say how many locations will stop serving breakfast.
Breakfast fans aren't thrilled. "The breakfast Baconator was literally the only reason I ate there," one Reddit user wrote, Parade reported.
Wendy's launched breakfast nationwide in 2020, CNN noted.
Why is Wendy's changing its menu?
Sales. Burger King's U.S. same-store sales rose 8.4% in the same stretch, and CNN reported Burger King passed Wendy's in U.S. sales this year. That makes Wendy's the country's third-largest burger chain.
Wendy's has also closed nearly 300 of its roughly 6,000 U.S. restaurants over the past several months, CNN reported. It plans to buy up to 163 restaurants from Meritage Hospitality Group, a big franchisee that filed for Chapter 11 in September.
Wright has said the chain put cost savings ahead of food quality, CNN reported. The bacon is step one in reversing that.
How long has Wendy's had the Frosty?
About as long as Wendy's has existed. Dave Thomas founded Wendy's in 1969 in Columbus, Ohio, and Wendy's said in 2024 it had served the Frosty for 55 years.
That year, it rolled out a Salted Caramel Frosty, which temporarily replaced vanilla next to the classic chocolate. Wendy's has rotated plenty of Frosty flavors since. This time, it's working on the texture.
Article compiled and written by Kambrea Pratt (editor-in-chief), Derek Gibbs (beat editor) and the Pirates & Princesses newsroom. Pirates & Princesses is part of WebReef Media.
Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.
Hat Tips:
The Motley Fool (Nov. 5, 2026), transcript of Wendy's third-quarter earnings call, including Bob Wright's and Steve Cirulis' remarks
Wendy's (Nov. 5, 2026), third-quarter results release, Dave's Way and the breakfast estimate
Yahoo Finance (Nov. 5, 2026), the seventh straight sales decline and earnings call quotes
CNN (Nov. 5, 2026), Burger King comparison, restaurant closures, lettuce detail, breakfast history and Wright's earlier comments
Parade (Nov. 6, 2026), the 2027 timing and fan reactions
614NOW (Nov. 6, 2026), the Frosty test
Wendy's (Nov. 12, 2024), Frosty's 55 years and the Salted Caramel Frosty
AI Disclosure: All articles are assigned, edited and reviewed by an experienced human editor before posting. Like most modern newsrooms, WebReef Media uses a variety of AI tools to help with accuracy and efficiency. Ways AI may be used in article creation include research, grammar, fact-checking and ideation, as well as occasional AI generated or enhanced thumbnails or graphics. No articles are generated or posted without human oversight or involvement.