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Wendy’s sales slow in 3rd Q

DUBLIN Ohio Year-to-year same-store sales growth slowed at Wendy’s International Inc. in the third quarter ended Sept. 30, to gains of just 0.2 percent at corporate stores and 1.3 percent at franchised restaurants, the company reported Thursday.

These modest increases compare with jumps of 4.1 percent during the same quarter last year for domestic corporate restaurants and 3.9 percent for franchised outlets.

Wendy’s, which is expected to confer again this month with prospective bidders for the company, credited limited-time promotions for the most recent quarter’s positive uptick in sales. Those offerings included the Baconator, a premium hamburger with six strips of bacon; local-market features of the Chicken Cordon Bleu, Monterey Ranch and Wendy Melt sandwiches; and the continued advertising of the chain’s Super Value Menu. Also, Wendy’s “Red Wig” marketing campaign, which targets younger customers, continued to air on television.

Wendy’s said its fall marketing will promote its Super Value Menu and Combo Choices, which allow customers to mix and match a sandwich with various drinks or side item offerings.

The No. 3 burger chain, whose comparable-store sales are lagging those of such primary competitors as McDonald’s, said it would continue to expand its new breakfast menu, which currently is in more than 750 restaurants. Wendy’s breakfast menu highlights “Frescuit” sandwiches made with baked-daily biscuits and its proprietary coffee, Custom Bean by Folgers.

Wendy’s had 5,950 U.S.-based restaurants at the end of 2006 and some 650 in other countries.

TAGS: Finance News
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