Cup of Wendy's Chili next to a can of Wendy's Chili
Photo: Shutterstock / MachoCoffee

Wendy’s has at least one thing McDonald’s does not: chili. Fans of Wendy’s signature product will now be able to pick up a can of it at the grocery store as the fast food retailer makes a major foray into consumer packaged goods.

Conagra Brands recently said it would bring Wendy’s-branded canned chili to store shelves, according to The Takeout. The product already has an Instacart listing and should be widely available this spring. Wendy’s founder Dave Thomas developed the chain’s famous chili in the earliest days of the restaurant when he used remaining hamburger meat in an effort to reduce waste.

Wendy’s has tested its brand on grocery store shelves a few times in recent years with limited-edition product launches. It partnered with Kellogg’s in June 2020 to release a “Wendy’s Baconator”-flavored Pringles potato chip, followed by a Wendy’s Chicken Sandwich Pringles flavor in 2021.

The Kellogg’s collaboration also yielded a limited-edition cereal in 2021 based on the fast-food chain’s popular Frosty shake. It was called Wendy’s Frosty Chocolatey Cereal.

Wendy’s is not the only major quick-serve restaurant to place its products on grocery store shelves. Taco Bell, Chick-fil-A and Arby’s have also brought flagship products once only available in their restaurants to the grocery store, The Takeout reports.

McDonald’s in 2015 brought its McCafé coffee line to supermarket shelves in partnership with Kraft Foods.

The increased prominence of Wendy’s brand in CPG comes as the chain is also making moves to improve its in-restaurant experience, catching up to others that have undertaken “store of the future” redesigns.

Wendy’s last year said it was beginning the redesign of its restaurants, according to CNN. The new stores will feature a new pickup window, a more efficient galley-style kitchen and a new interior layout.

BrainTrust

“Choosing a signature dish to make the leap into CPG makes sense for Wendy’s because its chili is already a fan favorite.”

Georganne Bender

Principal, KIZER & BENDER Speaking


“Wendy’s signature Chili is yummy, so why not stick a toe in the water and trial? I love the idea and entrepreneurial spirit here.”

David Spear

VP, Professional Services, Retail, NCR


“What’s not to love about the idea of leveraging all the investments Wendy’s has made in building brand equity over the years?”

Dave Bruno

Director, Retail Market Insights, Aptos

Discussion Questions

DISCUSSION QUESTIONS: Does it make sense for a restaurant in Wendy’s position to move into CPG? How important do you see these relationships for quick-serve restaurants as being in today’s market?

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How likely is Wendy’s chili to become popular as a CPG product?

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14 responses to “Will Wendy’s Chili Have a Long Shelf Life in Grocery Stores?”

  1. David Spear Avatar
    David Spear

    Wendy’s signature Chili is yummy, so why not stick a toe in the water and trial? I love the idea and entrepreneurial spirit here. As noted in the article, there are so many other companies that have successfully brought their in-restaurant products to grocery shelves, including TGI Friday’s and Dunkin’ Brands. Yes, there is a profit angle here, but there’s also a very important awareness/accessibility objective that extends the brand from restaurant to local grocery shelf.

  2. Dave Bruno Avatar
    Dave Bruno

    It’s impossible to predict whether Wendy’s chili will have staying power with consumers. So much depends on the product and whether a canned version closely replicates the taste of the in-restaurant product. But what’s not to love about the idea of leveraging all the investments Wendy’s has made in building brand equity over the years? From “Where’s the beef?” ads 40 years ago to today’s incredibly talented social media team, Wendy’s brand marketing efforts have been incredibly effective. I see no reason (other than the aforementioned product quality question) why that brand equity won’t translate to grocery store shelves.

  3. Bob Phibbs Avatar
    Bob Phibbs

    Is it me or does this rebranding look like a quick Canva template? I don’t see chili as a growth option but having your brand in new places can be seen more as marketing than a need for ROI. Think of it as a pop-up on the grocery shelf.

    1. Richard Hernandez Avatar
      Richard Hernandez

      Yes. I love the idea, but the packaging is a little plain. I hope that is not the final rendition — I would have used the Clara Peller “Where’s the Beef” tag line on the can, assuming the chili is 100 percent beef?

  4. Georganne Bender Avatar
    Georganne Bender

    Choosing a signature dish to make the leap into CPG makes sense for Wendy’s because its chili is already a fan favorite. Wendy’s has brand recognition; I’d say it’s about to give Hormel chili a run for its money on grocery store shelves.

  5. Gary Sankary Avatar
    Gary Sankary

    I like this idea. Fans of the product will be delighted. People who don’t typically eat at Wendy’s may try the canned version and visit a restaurant. This gives Wendy’s more presence in the market in a way that aligns with their brand. What’s not to like?

  6. Mark Self Avatar
    Mark Self

    I used to eat this chili quite often (nothing against Wendy’s but I gave up all fast food/quick service restaurant food nine years ago) and it was GREAT. So I do not see any reason this move would not work — this is a perfect example of a “brand extension” that should work favorably. I mean, if Dunkin’ and others can do it, why not Wendy’s?

  7. Ian Percy Avatar
    Ian Percy

    I have had the best in-laws on the planet. My father-in-law lived past 100 and my mother-in-law is 101 and sharp as a tack. They LOVED Wendy’s chili and taking them there was a moral obligation. While having it in cans would have saved a lot of time, somehow you’re supposed to have Wendy’s chili AT Wendy’s. It was doing that with them that made it special. I’m sure their longevity is due to the chili–though my science side remembers that correlation is not causation.

  8. Al McClain Avatar
    Al McClain

    A lot depends on whether the “fresh” chili at the restaurant will translate to canned chili. Or, will it taste like plain old canned chili? The packaging is pretty blah, so there’s also that.

    1. Ian Percy Avatar
      Ian Percy

      You and Bob are right about the packaging, Al. Boring. And of course it’s “with beans.” What kind of chili doesn’t have beans?

  9. Gene Detroyer Avatar
    Gene Detroyer

    This move is the ideal domino strategy. The success revolves around one big IF. Will the canned version deliver the same taste and satisfaction as the fresh version or will it just be repackaged chili produced by Conagra?

  10. Dave Wendland Avatar
    Dave Wendland

    Building brand awareness and creating ubiquity is definitely a solid strategy. I personally believe that the category can support the launch of Wendy’s chili while building an additional nameplate for the brand.

    This is a pathway that more and more fast casual restaurants will — and should — pursue. Of course, there are no guarantees and it is definitely not for the faint of heart.

  11. Craig Sundstrom Avatar
    Craig Sundstrom

    Define popular: Taco Bell. for example, probably does OK, but from the product placement I see in stores I’ve never had the feeling it enjoys any kind of dominance (OTOH, it’s the choice this week at Grocery Outlet).

    As far as this specific effort, I say go for it! Insofar as they’re partnering with an existing manufacturer -i.e. they’re not committing carloads of money for production facilities — I see little or no downside to this.

  12. Allison McGuire Avatar
    Allison McGuire

    If you have a well-known product that is widely loved, why not try selling a grocery store version? Starting with their chili and potentially a Frosty ice cream could potentially have mass appeal and do quite well. Especially if you’re in a town where there isn’t a Wendy’s nearby.

14 Comments
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David Spear
David Spear
Active Member
6 months ago

Wendy’s signature Chili is yummy, so why not stick a toe in the water and trial? I love the idea and entrepreneurial spirit here. As noted in the article, there are so many other companies that have successfully brought their in-restaurant products to grocery shelves, including TGI Friday’s and Dunkin’ Brands. Yes, there is a profit angle here, but there’s also a very important awareness/accessibility objective that extends the brand from restaurant to local grocery shelf.

6
Dave Bruno
Dave Bruno
Member
6 months ago

It’s impossible to predict whether Wendy’s chili will have staying power with consumers. So much depends on the product and whether a canned version closely replicates the taste of the in-restaurant product. But what’s not to love about the idea of leveraging all the investments Wendy’s has made in building brand equity over the years? From “Where’s the beef?” ads 40 years ago to today’s incredibly talented social media team, Wendy’s brand marketing efforts have been incredibly effective. I see no reason (other than the aforementioned product quality question) why that brand equity won’t translate to grocery store shelves.

5
Bob Phibbs
Bob Phibbs
Active Member
6 months ago

Is it me or does this rebranding look like a quick Canva template? I don’t see chili as a growth option but having your brand in new places can be seen more as marketing than a need for ROI. Think of it as a pop-up on the grocery shelf.

5
Richard Hernandez
Richard Hernandez
Member
Reply to  Bob Phibbs
6 months ago

Yes. I love the idea, but the packaging is a little plain. I hope that is not the final rendition — I would have used the Clara Peller “Where’s the Beef” tag line on the can, assuming the chili is 100 percent beef?

5
Georganne Bender
Georganne Bender
Active Member
6 months ago

Choosing a signature dish to make the leap into CPG makes sense for Wendy’s because its chili is already a fan favorite. Wendy’s has brand recognition; I’d say it’s about to give Hormel chili a run for its money on grocery store shelves.

8
Gary Sankary
Gary Sankary
Active Member
6 months ago

I like this idea. Fans of the product will be delighted. People who don’t typically eat at Wendy’s may try the canned version and visit a restaurant. This gives Wendy’s more presence in the market in a way that aligns with their brand. What’s not to like?

5
Mark Self
Mark Self
Active Member
6 months ago

I used to eat this chili quite often (nothing against Wendy’s but I gave up all fast food/quick service restaurant food nine years ago) and it was GREAT. So I do not see any reason this move would not work — this is a perfect example of a “brand extension” that should work favorably. I mean, if Dunkin’ and others can do it, why not Wendy’s?

5
Ian Percy
Ian Percy
Member
6 months ago

I have had the best in-laws on the planet. My father-in-law lived past 100 and my mother-in-law is 101 and sharp as a tack. They LOVED Wendy’s chili and taking them there was a moral obligation. While having it in cans would have saved a lot of time, somehow you’re supposed to have Wendy’s chili AT Wendy’s. It was doing that with them that made it special. I’m sure their longevity is due to the chili–though my science side remembers that correlation is not causation.

4
Al McClain
Al McClain
Member
6 months ago

A lot depends on whether the “fresh” chili at the restaurant will translate to canned chili. Or, will it taste like plain old canned chili? The packaging is pretty blah, so there’s also that.

4
Ian Percy
Ian Percy
Member
Reply to  Al McClain
6 months ago

You and Bob are right about the packaging, Al. Boring. And of course it’s “with beans.” What kind of chili doesn’t have beans?

4
Gene Detroyer
Gene Detroyer
Trusted Member
6 months ago

This move is the ideal domino strategy. The success revolves around one big IF. Will the canned version deliver the same taste and satisfaction as the fresh version or will it just be repackaged chili produced by Conagra?

4
Dave Wendland
Dave Wendland
Member
6 months ago

Building brand awareness and creating ubiquity is definitely a solid strategy. I personally believe that the category can support the launch of Wendy’s chili while building an additional nameplate for the brand.

This is a pathway that more and more fast casual restaurants will — and should — pursue. Of course, there are no guarantees and it is definitely not for the faint of heart.

3
Craig Sundstrom
Craig Sundstrom
Active Member
6 months ago

Define popular: Taco Bell. for example, probably does OK, but from the product placement I see in stores I’ve never had the feeling it enjoys any kind of dominance (OTOH, it’s the choice this week at Grocery Outlet).

As far as this specific effort, I say go for it! Insofar as they’re partnering with an existing manufacturer -i.e. they’re not committing carloads of money for production facilities — I see little or no downside to this.

0
Allison McGuire
Allison McGuire
Member
6 months ago

If you have a well-known product that is widely loved, why not try selling a grocery store version? Starting with their chili and potentially a Frosty ice cream could potentially have mass appeal and do quite well. Especially if you’re in a town where there isn’t a Wendy’s nearby.

0