Wendy’s is bringing back the yellow packaging that once defined the fast-food chain, with the retro look set to appear on fry cartons, cups, wrappers, burgers, nuggets and Frostys starting Sept. 28.
The rollout, first reported by USA Today, will continue into 2027. A company spokesperson told TODAY.com that the yellow design was one of the most requested comebacks in Wendy’s history.
“Fans have been asking for its return for years, making it one of the most requested comebacks in Wendy’s history,” the spokesperson said. “Yellow has been part of Wendy’s since the very beginning and is something many fans instantly recognize.”
The chain has deep roots in central Ohio. Dave Thomas opened the first Wendy’s restaurant in Columbus in 1969, and yellow was a hallmark of the brand’s look for years before the company shifted its branding toward red and white.
Wendy’s chief marketing and customer growth officer Tariq Hassan told USA Today the company had moved away from yellow as its image evolved, but the demand to bring it back never faded.
“Like any brand, Wendy’s has refreshed its look and feel over time, and our packaging evolved along with it,” Hassan said. “Fans asked. Constantly. It’s one of the most requested things we’ve ever had come back.”
The nostalgia has been building online for years. A Facebook user posting photos of old yellow Wendy’s packaging in 2025 wrote, “I miss the old Wendy’s… The yellow packaging had powers I think.” Another commenter suggested the chain “should do a throwback limited-time deal and bring the yellow back!” A February Facebook post showing a 1990s-era Wendy’s location, sunroom and all, drew similar comments about the era’s packaging.
On Reddit, discussions about the packaging’s return have drawn dozens of comments, with some users pushing for the chain to bring back other relics of the 1980s and ’90s, including its old salad bars and a previous style of fries.
Part of a Wider Fast-Food Trend
Wendy’s move follows a broader pattern among major chains leaning into nostalgia. More than 150 Pizza Hut locations now operate as “Pizza Hut Classic” restaurants, featuring red cups, salad bars, checkerboard tables and Tiffany-style lamps evoking the chain’s look from decades past, along with materials from its long-running BOOK IT! reading program. A franchise owner previously told Fox News Digital that some customers drive up to three hours to visit those locations.
Taco Bell has run its own “Decades” campaigns, reviving old menu items and throwback merchandise. Its latest version, launched in August, brought back 2016-era items including the Naked Chicken Chalupa, Meximelt, Beefy Crunch Burrito and Caramel Apple Empanada for a limited time. McDonald’s has also revived past menu items, with Spicy Chicken McNuggets and Mighty Hot Sauce currently available at participating locations.
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