Wendy's CEO hopes new items will spur sales

The company also plans to offer salads topped with hot chicken this summer, Anderson said.

Wendy's, known for using fresh beef, has struggled to find a successful marketing message since the 2002 death of company founder Dave Thomas, who was an advertising cult hero and starred in more than 800 commercials starting in 1989.

A recent advertising campaign that featured characters in red wigs sparked a lot of debate but not sales.

Wendy's newest campaign, its fifth since Thomas' death, includes back-to-basics ads that, as Anderson says, "make food the hero" by focusing on quality.

She hopes the new ads will attract customers to its nearly 6,000 U.S. restaurants.

Wendy's will know in about six months whether the campaign has achieved that goal. In the meantime, Anderson says Wendy's has a winner with its new cod sandwich, which will only be sold through March.

"Fish is very good for us," said Anderson, who would not elaborate on the impact the sandwich has had on traffic and sales.

"There is a lot going on with the consumer right now," Anderson said.

Wendy's has warned that January was a tough month for business.

(Editing by Toni Reinhold)