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New fast food twist: Wendy's pretzel burger

5:52 AM, Jun 24, 2013   |    comments
Wendy's Co. signage is displayed outside of a restaurant in Daly City, California, U.S., on Tuesday, May 7, 2013. Wendy's Co. is expected to release earnings data on May 8. Photographer: David Paul Morris/Bloomberg via Getty Images
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Rumors have swirled for months, and now Wendy's is finally rolling out its Pretzel Bacon Cheeseburger, a move that separates Wendy's from much of the fast-food competition.

It's game on for the pretzel burger.

On Monday, Wendy's begins its national roll-out of the long-awaited Wendy's Pretzel Bacon Cheeseburger, a $4.69 premium burger served on a toasted pretzel bun. In about two weeks, the burgers should be available coast to coast.

The long-awaited burger is made with warm cheddar cheese sauce, thick-sliced bacon, lettuce, tomatoes, red onion, smoky honey mustard -- all stuffed between a pretzel bun.

Wendy's is counting on the pretzel burger being a fast-food game changer. None of the major national burger chains currently sell a burger in a pretzel bun. The move not only separates Wendy's from the competition, but rekindles hazy memories of Wendy's as an industry leader in fast-food innovation.

"This is the most anticipated new product in recent history," said Craig Bahner, Wendy's chief marketing officer. Even then, the initial roll-out is as a limited time-only product that will be available through the summer.


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