Winging It: Wendy’s Tests BBQ Chicken Wrap
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, but one, the Bacon Deluxe cheeseburger, has been tapped for a national rollout in the fourth quarter. It will be backed by a new ad campaign developed by recently selected agency of record The Kaplan Thaler Group in New York City.
Can't keep track of all the new menu additions? Check the 
I went to Austin to take my plumbing test, and when I was there I ate at Wendy’s for lunch and got the new bbq wrap. It was amazing! Then when I finished my test I ate the other wrap on the way home. I love their size and taste. I can eat a lot and the regular wraps are great but just too small. The tortilla on the new wraps are amazing and unique. Please make them a regular menu item in all the Dallas Ft. Worth area Wendy’s.