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Wendy's goes fancy with Black Label burger test

January 18, 2012|By Tiffany Hsu
  • Wendy's is in the early testing stages of the Black Label burgers, which feature ingredients such as mushroom sauce, muenster cheese, guacamole and more.
Wendy's is in the early testing stages of the Black Label burgers,… (www.grubgrade.com )

Johnnie Walker whiskey it’s not, but the Black Label burgers being tested at Wendy’s are also aiming for high-end tastes.

The Bacon Portabella and Spicy Santa Fe burgers are “in the very early stages,” said Wendy’s spokesman Denny Lynch. According to GrubGrade, the sandwiches cost just under $5 each and feature ingredients such as mushroom sauce, Muenster cheese, guacamole and more.

The fast-food chain has been especially active recently, with a new chief executive promising to tackle fast-casual competitors such as Smashburger, and menu upgrades such as Dave’s Hot 'N Juicy and the "W" burger line in the U.S. and a $16 foie gras burger in Japan.

Wendy’s and other quick-service restaurants are innovating as consumer tastes evolve, especially among the large youth base. A new forecast this week from research company NPD Group predicts that demand for spicier and more flavorful foods will grow in 2012.

Burger chains should be vigilant, however, the group said, because high beef and chicken prices could cause more growth in fish and seafood offerings.

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