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What can you do with boneless chicken wings besides dipping them in sauce? How about wrapping them in a tortilla? With bacon, of course. In Austin, Texas, Wendy’s is testing a Smokehouse BBQ Wrap as a possible extension of its Boneless Wings product beyond the Bold Buffalo, Honey BBQ and Sweet & Spicy Asian sauces available when the line was introduced in June.
The test item is larger than the “wrappetizer” size Go Wraps (Homestyle Chicken, Grilled Chicken and Spicy Chicken) already on Wendy’s menu. And the chain is piling on the flavors for this test. Ranch and barbecue sauces, pepper-Jack cheese, lettuce, crispy onion rings and applewood-smoked bacon join the chicken in a Jack-cheese tortilla. The Smokehouse BBQ Wrap is priced in Austin at $4.29 (slightly above the $3.99 for sauced Boneless Wings) or $5.99 as a combo.
Overhauling Wendy’s menu R&D and market testing approach is one of the key changes Chief Marketing Officer Ken Calwell has made, resulting in more than a dozen new product tests, he said earlier this year. Breakfast is an ongoing test for Wendy’s and not all other test items will be called up to the majors, of course