Wendy’s New Frosty Options Tap into Dessert Customization Trend
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Wendy’s iconic Frosty, a staple on the menu for over five decades, is stepping into the future. In select test markets across the US, the fast food chain is introducing a new way for customers to engage with the classic dessert: customization through touchscreen kiosks.
Traditionally offered in chocolate and, more recently, vanilla and seasonal variations like peppermint or strawberry, the Frosty has seen little change beyond flavor updates. Now, customers in participating markets can personalize their Frosty with sauces and mix-ins, reflecting the DIY trend seen in brands like Starbucks and Sonic, only now applied to frozen desserts.
At the heart of this rollout are digital kiosks designed for a smooth and interactive user experience. Customers can browse topping options, track pricing changes as they build their dessert, and preview the final product without waiting in line or interacting with a cashier. This interface mirrors broader trends in the fast food sector, where digital ordering and automation are reshaping how customers engage with brands. While Wendy’s has not announced a full nationwide launch, the test is live in markets including Columbus, Ohio, and cities in Florida and Texas.
How Frosty customization works
At participating Wendy’s locations, customers interact with updated touchscreen kiosks that guide them through the Frosty customization process. After selecting a base flavor, typically chocolate or vanilla, guests can choose from a range of mix-ins and sauces.
Toppings include crushed Oreos, M&M’s, caramel, chocolate syrup, and more adventurous options like marshmallow topping or cinnamon sugar. While offerings may vary by location, the interface is designed to support seasonal changes and promotional ingredients.
The digital builder displays each selection visually, along with real-time pricing and nutritional updates. This experience mirrors customization models used in other food and beverage sectors and encourages experimentation. Customers can tap and drag ingredients into a virtual Frosty cup, adding a game-like element to the ordering process.
Every ingredient has been selected with the Frosty’s texture in mind. Sauces are formulated to blend well without melting the base too quickly, and crunchy mix-ins retain their texture after serving. Wendy’s culinary and operations teams worked closely to ensure the customization process would not compromise speed or quality.
Most orders are fulfilled in under two minutes. Dedicated prep stations handle dessert builds separately from the hot food line, minimizing disruption and ensuring consistency. Orders placed via kiosk are routed directly to these stations for quick assembly.
Initial reactions have been positive. Customers on social media have praised the interface and the novelty of designing their own dessert. Some have even shared surprising flavor combinations that are gaining popularity in test cities.
Why Wendy’s is pushing personalization right now
Wendy’s move into Frosty customization is part of a broader trend toward personalization in fast food. For younger consumers, especially Gen Z and millennials, personalized experiences are no longer optional. They are expected.
These consumers are accustomed to customizing everything from playlists to coffee orders. In this environment, creating a menu item that feels unique is not just about personal satisfaction. It also drives social engagement. Wendy’s is building an experience that taps into the need for self-expression through food.
Personalization also reflects digital habits. Deloitte’s 2023 Restaurant Industry Report found that more than 60 percent of customers prefer digital ordering when they can personalize their choices. Wendy’s kiosks provide that option while maintaining speed and ease of use.
Desserts are particularly well-suited to this approach. Unlike customizable entrées, which can complicate kitchen operations, the Frosty operates in a controlled environment. The base is consistent, the ingredients are modular, and the process is easy to replicate across locations.
There is also a retention benefit. Dessert is often an afterthought in fast food orders. Customization turns it into an experience and increases the likelihood of inclusion in the meal. That translates into higher average tickets and better customer retention.
Wendy’s has a history of testing small innovations before scaling. From app-exclusive offers to limited-time flavors, the company has shown a willingness to experiment. This test follows that pattern. Start small, learn from data, and expand if results are strong.
Wendy’s Frosty customization test may seem like a novelty, but it hints at bigger changes across the industry. The success of this initiative could pave the way for similar approaches across Wendy’s menu. Breakfast items, sides, and even beverages could be adapted for kiosk-based customization. Customization offers a small but tangible form of self-expression. In that sense, the Frosty becomes more than a dessert. It becomes a personal creation.
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