Wendy’s Says the Kids Are Alright

NEW YORK Fast-feeder Wendy’s said Monday that it will test kids meals in four markets begining this week, offering special youth-oriented fare as replacement items on its regular menu.

The test will be conducted at 420 Wendy’s restaurants in Columbus, Ohio; Miami; Philadelphia; and Raleigh, N.C. The company will support with regional TV spots, Internet and point-of-purchase with the tag, “Let kids be choosy.” The TV spots will run through Oct. 25.

Campaign spending was not revealed. McCann-Erickson, New York, is Wendy’s agency of record.

The kids’ meals will offer reduced fat (2 percent) white or low-fat (1 percent) chocolate milk as an alternative to soda and a fresh fruit cup—with honeydew melon and cantaloupe chunks—as an option for French fries. Customers will not be charged extra for selecting milk or a fruit cup as part of their order. Rivals McDonald’s and Burger King already have kid-friendly options on their menus.

“Since day one, Wendy’s has been known as a place for families,” Tom Mueller, Wendy’s president and chief operating officer, said in a statement. “We don’t take this loyalty lightly, and we’re actively working to further enhance our menu with quality options that kids want and parents appreciate.”

—Brandweek staff report