COLUMBUS, Ohio – The pretzel bun went off with a bang, but Wendy’s is sticking with its game plan and pulling it from menus, reports the Columbus Post Dispatch.

“Call it the industry’s version of the big tease: introducing a popular product for a limited time. It’s a way of keeping customers salivating for your food, sometimes again and again, the thinking goes,” writes the newspaper.

The fast-food chain’s Pretzel Bacon Cheeseburger was introduced in July and continued into the fall because of popular demand. In October, the menu item is being credited for boosting sales in the previous two quarters, said spokesperson Denny Lynch.

Like most limited-time offers by QSRs, they can create buzz when they return to the menu (i.e., McDonald’s McRib sandwich), although Lynch did not say if or when Wendy’s would bring back the pretzel bun.

In the meantime, Wendy’s is offering a new LTO, the Bacon Portabella Melt hamburger on a brioche bun.