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Will Wendy’s Chili Have a Long Shelf Life in Grocery Stores?
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.
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Wendy’s Chili Is Heading to Grocery Stores – The Takeout
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2022 Top 500 Countdown – Nation’s Restaurant News
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Wendy’s is turning its Frosty into a cereal – CNN
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Limited-Edition Pringles® Flavor Packs The Juicy Layers Of A Wendy's Baconator Into One Crunchy Bite – PR Newswire
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New Limited-Edition Pringles® Flavor Gives Wendy's® Lovers A New Reason To Drive Thru The Snack Aisle – PR Newswire
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McDonald’s takes McCafé brand into supermarkets – Marketing Week
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Here’s what the Wendy’s of the future looks like – CNN
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?
Poll
Loading …BrainTrust
Georganne Bender
Principal, KIZER & BENDER Speaking
David Spear
VP, Professional Services, Retail, NCR
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.
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.
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.
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?
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.
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?
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?
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.
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.
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?
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?
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.
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.
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.