On Wednesday November 10^th Wendy’s lunched what looks like a promising change in the brand. They have listened to the consumer and sourced a French fry with what seems to be a superior product with quality detail addition of sea salt. The whole brand move drives the consumer to think the product is simpler, closer to nature and therefore healthier. They have also switched to heartier bacon, which I think is the best in the business BY FAR. With promised new burgers and chicken Wendy’s looks on the verge to move strongly back into the Burger Wars. I don’t think that MickyD’s has much to worry about but an already floundering Burger King is easily within reach.