Wendy's bets on thicker bacon, creamier Frosty in bid to reverse sales slump

Thicker, crispier bacon and a richer, creamier Frosty are among the menu upgrades Wendy's is testing as the Ohio-based fast-food chain launches a multiyear turnaround strategy following seven consecutive quarters of declining sales.

Wendy's U.S. same-restaurant sales fell 5.7% in the third quarter of 2026, which ended Sept. 27, compared with the same period in 2025. 

International same-restaurant sales fell 2.2% year over year, according to the company's financial report.

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In an effort to "return Wendy's to sustainable growth," the chain is rolling out the "Dave's Way" plan, built around five strategic pillars: menu, marketing, operations, digital experience and "restaurants as the engine for growth," Bob Wright, Wendy's president and CEO, said in a video accompanying the announcement.

In the Nov. 5 announcement, Wright called Wendy's the "quality leader" in quick-service restaurants that is "always worth what you pay."

As part of the "Dave's Way" plan, the company is revamping its menu, working to improve quality and value for customers.

The chain has started testing improvements to core menu items, incorporating thicker, crispier bacon, upgraded salads, a richer, creamier Frosty and whole-leaf lettuce on sandwiches, the company confirmed to Fox News Digital.

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Another key aspect of the plan is removing "lower volume items that add complexity" in Wendy's kitchens, Wright said.

Franchisees will also be allowed to stop serving breakfast if they feel it does not support the restaurant's economics, according to the quarterly earnings call.

A new menu board design is also being implemented in an effort to highlight signature offerings.

Since its founding in 1969 by Dave Thomas, Wendy's has become a key player in the quick-service restaurant space, now operating more than 7,000 restaurants worldwide.

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With an emphasis on fresh beef and quality ingredients, Wendy's is home to classic menu items like the Frosty and the Baconator.

The new strategy comes after Wendy's rejected a $1.4 billion buyout offer from ​Nelson Peltz's Trian Fund Management, FOX Business reported.

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"We have moved quickly to align the Wendy's system to support the strategy, organize our leadership and teams around our priorities and put resources behind execution," Wright said in the announcement.

There are early signs of progress, and the "direction reinforces our conviction in the actions we are taking," he added.