John at Disney
Doughnuts as buns are out, and pretzel buns are in at fast food chains. Early last week Wendy's released its premium Pretzel Bacon Cheeseburger, and today Sonic Drive-In is launching two limited-time pretzel dogs, which are traditional hot dogs served on soft pretzel buns. James O'Reilly, chief marketing officer at Sonic explains, "Consumers are looking for bold flavors, new tastes, and value. For most, the idea of a soft, warm pretzel taste in a bun is a new idea, and it complements the beef very well. A pretzel bun screams gourmet, so the value score is very high with customers."