A Pretzel of a Burger

The buzz surrounding Wendy’s pretzel burger has tapped into a new trend.

May 31, 2013

DUBLIN, Ohio – Wendy’s isn’t saying much about its alleged Pretzel Bacon Cheeseburger, but that’s not stopping people from talking about the burger that comes on a pretzel bun, USA Today reports. The burger chain is mum about when the new menu item will debut nationally.

“We're not sharing details of this sandwich today,” said spokesman Denny Lynch. “It's not in any of our restaurants.”

But already the sandwich is fueling speculation that the soft pretzel is the next big thing in food trends. “This could be a very, very big deal,” said Christopher Muller, a professor with Boston University’s School of Hospitality Administration. “I don't know why, but there's nothing else on the market quite like it.”

Other U.S. restaurants with pretzel bread include Blimpies, although Europeans have been munching on pretzel rolls for decades. Wendy’s tested the pretzel burger in Miami, with it priced as a premium product.

Wendy’s could be hoping to mimic the extraordinary success Taco Bell had last year with its Doritos Locos Tacos. A big hit could boost sales at Wendy’s, too. “Wendy's hasn't had a new product like this forever,” said Muller.

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