Why Wendy's Answer To Subway's Fresh Subs Couldn't Compete

Subway was on top of the world in the 2000s, and no company at the time proved that more than Wendy's. Already growing rapidly in the 90s, Subway absolutely took off later in the decade and in the 2000s, when its Jared Fogle-driven "Eat Fresh" campaign started touting it as a healthier fast food option for Americans looking to lose weight. From 5,000 stores in 1990, it exploded to 35,000 by the start of the 2010s, becoming the largest fast food chain in the world at the time. And smack dab in the middle of that run, Wendy's tried to take Subway on with its line of Frescata deli sandwiches. At least for a little bit. However, such a departure from Wendy's core business didn't mesh well with operations, and Frescata sandwiches quickly joined the long list of discontinued fast food items.

Yes, if you are under the age of 30, or just not a Wendy's fan, you probably don't even remember it, but for a brief time in 2006 and 2007, Wendy's sold fresh deli sandwiches alongside its burgers. The Frescata line was announced with much fanfare, and touted as an entire new section of the menu. The sandwiches were sold on "freshly baked," "artisan," ciabatta bread, and came in four different combos. There was turkey and pesto (pesto at Wendy's!), turkey and Swiss, ham and Swiss, and club sandwich. Italian and chicken salad options were even added later. Launched in 2006, Wendy's called them a "picnic in every bite," and they actually sold well at first, even being credited with reviving the chain's sales for a time. But barely a year-and-change later, they were gone.

Despite solid sales at first, it seems there were quite a few problems with Wendy's adding a whole extra menu category of deli meat sandwiches. Coming from a burger chain, there were apparently issues assembling the sandwiches and keeping them consistent. It also meant securing entire new supply lines for ingredients and components that stores didn't have, which can add complications. The bread for example was a par-baked roll that was developed with La Brea bakery in Los Angeles, and then had to be finished in store. All this could have also driven up costs, as high prices compared to other Wendy's items were also considered part of the reason Frescata sandwiches failed.

Overall however the Frescata experiment fell during a time when Wendy's was flailing. It's longtime CEO and then founder Dave Thomas both passed away in the late 90s and early 2000s, and executives felt the chain had lost its identity in the aftermath. In 2007, it made the decision to refocus on improving its core business instead of expanding the menu, and so Frescata were axed. They likely wouldn't have gone if they were selling well, and a company spokesperson said despite initial excitement the product had outlived its lifecycle. He also revealed the sandwiches primarily appealed to women, apparently not part of Wendy's core demographic in 2007.

The Frescata sandwiches simply weren't what a bunch of Wendy's burger fans were looking for, and were also a real hassle on top of that. It's a story chains often have to learn over and over again when trying to go "healthy."