In 2006, the Wendy’s chain decided to compete with Subway restaurants and offer their own line of freshly prepared deli sandwiches. Sold under the Frescata name, the new menu option offered multiple takes on the ham and cheese sandwich. They even got all fancy by offering pesto.
Initially, the Frescata was welcomed as a lower-calorie, less fatty menu option, and Jay Cridlin of the St. Petersburg Times marveled at the fact that “the thing tastes fresh.” However, it never caught on, in part because the made-to-order sandwiches took longer to prepare than the hamburgers that rolled off the assembly line all day. The line was discontinued in 2007.