I drove to eight different Wendy's restaurants and observed very few customers purchasing a 99 cent chicken sandwich. Plenty of chicken sandwiches crossed the counter, most of which were combo meals for $3.89 to $4.89.
So why does Wendy's spend so much money advertising a 99 cent chicken sandwich? At each Wendy's restaurant, I asked the manager why they advertise this sandwich when very few are actually sold. Two managers told me, "To compete. The competition has a 99 cent menu." Two others told me, "So we do not lose the low-price buyer." And, one seasoned veteran told me, "To create the perception that Wendy's offers value!"