Some of you may remember the old Wendy’s slogan, “Where’s the beef?” In the ‘80s, this advertising slogan quickly became a classic catch phrase. Although, in 2011 you may find yourself saying “Where’s the tomato?
That is because Wendy’s has once again issued a policy to help dodge the current tomato shortage and skyrocket prices. The policy states in part, “a severe impact on the quality and availability of tomatoes. Therefore, for a short time we will offer them, if available, by request only”. Nevertheless, a short time is relative, and growers expect the shortage to last well into April and that could be big savings for Wendy’s.
Crops freezing is not something new, and restaurants battle these and many other cost related issues every day. It is the cost of doing business and a major part of this volatile industry really. Online there are many who are crying for a discount on the sandwich, some even swear Wendy’s is only acting in this fashion to increase their profits. It does seem Wendy’s is very quick to pull on this tomato vine and have so in the past.
In fact, just last year the restaurant company issued the exact same policy and one that closely mirrors the same in 2006. Now, is Wendy’s ahead of the curve, or are they taking advantage of consumers. Tell us what you think by commenting below.
Comments
wendy's is still my favorite, and a bargain, and you can get the tomatoes by simply asking for them. I would rather have to ask for them and keep paying the same price, than have them raise the base price of the sandwich, regardless of whether or not I want the tomatoes.
Mike that is the flip side. If the restaurants left the recipe the same and increased the price of the menu item based on cost, then even more people would be in an uproar! Oy vey!
I believe that Wendy's is not taking advantage of the consumers at all. In my eyes as a person in the Culinary field i feel as if they are doing their consumers a favor by saving them the horrible experience of the current state tomatoes are in. Recent my restaurant purchased tomatoes and when we cut into them, it was 60% core and the other 30% was pale washed out flavor of tomatoes. As well if you do need that 1/4" slice of tomato on your already delicious Wendy's burger just simply ask. We as well at my place of work are doing tomatoes by request on most items. As well for food cost of tomatoes, I know Sysco price of a flat of tomatoes went form $20 to $45 and you will see that around even local grocery stores Hy-Vee charged $18 for about 6 tomatoes. All we need is consumers to understand the reasoning of why everyone in Omaha and other cities of why tomatoes are currently optional and the flavor is very bland.
Great point Roberto, and there are plenty of local restaurants in Omaha who abuse the "local food tag," and bring a dreadful, bastard version of bruschetta to tables as a starter, or Bouche, or whatever trendy thing they call it this week. Vivace is guilty as charged, and they are not the only ones. Corporate establishments like Old Chicago recently rolled out a new menu featuring Tomato Caprese and placed commercials on television promoting a typically delicious garden fresh culinary delight in the frigid month of December, which is just an injustice to everyone!
As restaurateurs we want to educate people about food and have an obligation to say, “I am sorry”, if a product is sub-par or out of season. Balance is the key in local food or industrial agriculture but in America we will always have loads of people who crave a “fresh tomato ” (and by fresh I mean trucked nearly 1,500 miles and dusted with gasses) on whatever menu item in Omaha during the month of January.
You say Tomato, they say Tomatoe, but it all should end up in the pomodoro!
In fact there is a tomato shortage. One restaurant I use has a sign up stating that tomatoes are unavailable until further notice. They can be had at retail and wholesale but the price is high. Maybe it's time to rebuild the garden.
Plant those seeds in doors early to have great tomatoes early in the season! Thanks Randy
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