The Birth of Wendy's Most Iconic Signature Burger

Taste Testing Might Have Started Earlier Than You Think

In 1985, Wendy's, the world's third-largest burger chain, conducted a large-scale test that led to the creation of its most iconic burger: "The Big Classic".

This post details the six-month-long taste test process and its outcomes, covering everything from regional selection to respondent screening and the execution of the taste tests.

You might be surprised to learn that the order of condiments on your burger is fixed and plays a significant role in the perception of taste.

Let's delve into Wendy's taste test to understand the framework of taste testing.

When research showed that Wendy's Single burgers were not on par with Burger King's Whopper and McDonald's McD.L.T., further studies helped bring about changes.

After investing nearly $250,000 and conducting thousands of taste tests, the world's third-largest burger chain introduced another new burger: "The Big Classic." It resembled the Single burger but featured different buns, unique packaging, and a distinct brand name.

Research Directors

Michael Sapienza, Vice President of Marketing Analysis and New Product Development at Wendy's International in Dublin, Ohio, oversaw the taste test, conducted by a nationally recognized market research supplier.

The project began in late 1985 and concluded in May 1986, lasting over six months.

The goal was to identify which of several Wendy's burger samples could best compete with other "signature" fast food sandwiches on the market.

The main part of the study comprised a dozen tests involving 5,200 respondents.

Some tests were conducted internally at Wendy's headquarters with staff members.

Additionally, three large-scale taste tests involving fast food consumers were conducted across the United States.

The taste tests were conducted in six cities

The taste tests were conducted in six cities: Houston, Memphis, Cincinnati, Philadelphia, Toledo, and Columbus.

According to Sapienza, these cities were chosen based on three criteria:

1. First, we aimed for good regional diversity in cities with a substantial number of Wendy's outlets.

2. Second, we wanted cities where Wendy's had a strong, competitive presence.

3. Third, we needed locations where we could secure reliable field services to ensure the quality of the interviews.

Taste Tests

The respondents were primarily aged 18-34.

They were randomly selected by phone based on two recruitment criteria.

The first criterion was demographic characteristics. Wendy's wanted to recruit representative samples in each market segment.

Second, all respondents had to be regular fast-food sandwich consumers.

Once selected, respondents were asked to taste samples of Wendy's sandwiches and two other brands' sandwiches, mainly the Whopper and the McD.L.T., and provide feedback.

The study was conducted as a blind test.

In addition to rating the competitors' sandwiches, respondents were asked to evaluate various ingredient combinations of Wendy's burgers.

The first category tested was buns.

Wendy's R&D department screened an internal test panel that tasted 100 different buns.

External respondents tried three buns selected from the initial 100, including sesame seed buns and both soft and hard Kaiser rolls.

Respondents also evaluated 40 special sauces, three types of lettuce, two sizes of tomato slices, and 500 names, including "The Hunk," "The Chief," "The X.L.," "The Hot 'n' Juicy," and "The Max."

The final product featured a quarter-pound square beef patty topped with iceberg lettuce, two tomato slices, raw onion rings, dill pickles, a bit of ketchup, and mayonnaise, all placed on a corn-dusted Kaiser roll with a spiral top.

The sandwich was packaged in an almond-colored foam container with a dome resembling the bun's top.

"The Big Classic" was priced slightly higher than Wendy's Single burgers, which remained on the menu.

Regardless of the burger choice, one thing was guaranteed: the order of the condiments.

For big-time burger eaters, this consistency was essential.

"Research shows that the order of condiments significantly impacts consumers," said Paul Raab, Director of Corporate Communications at Wendy's International.

"The order in which condiments stimulate the taste buds varies with their arrangement, producing different flavors."

Raab noted that an alternative order—mayonnaise, pickles, lettuce, tomato, onion, and ketchup—also tested well. Wendy's had stuck with the current combination since its founding in 1969 for operational simplicity.

"For 17 years, we've taught employees the color code of white, red, green, white, red, green (mayonnaise, ketchup, pickles, onions, tomatoes, lettuce). If this combination remains popular with consumers today, there's no need to change."