The idea of putting a bacon cheeseburger on a dense pretzel bun is part of the food company's plan to focus on more varied bread options, from flatbreads to artisan buns, Columbus Business First reported last year.
“Five-star breads at a three-star price,” Gerard Lewis, Wendy's senior vice president of culinary innovation, told the paper.
Early testing on the pretzel bun has investors excited about Wendy's Co. stock.
Janney Montgomery Scott analyst Mark Kalinowski said that the Pretzel Bacon Cheeseburger has tested as well as "any Wendy's test items from the last 20 years."
But some analysts urge caution.
“My immediate reaction would be don’t bet on the bun,” one told Nation's Restaurant News. “It’s all about the beef, so I’m not so sure a pretzel bun introduction is going to be as big an impact as would be necessary for someone to make an advised, intelligent decision about buying their stock.”