Wendy's Follows Jack in the Box in New Bun Parade

Dave Thomas was smart enough to know that a good idea is a good idea, no matter who else is embracing that idea. So Dave wouldn't care that the chain he founded, Wendy's, is announcing a burger revamp with a new bakery-style bun immediately after a competitor, Jack in the Box, announced the same tactical move to better burger buns. But Wendy's says the bun is not what sets its apart.

Wendy's now is putting the Dave's Hot'n Juicy Cheeseburgers line that it introduced in 2011 -- Dave's Single, Dave's Double and Dave's Triple burgers--on the new bakery-style bun that the chain says is "inspired by Dave's original recipe." The burgers are dressed with "Dave's signature mayo" along with tomato, lettuce, red onion and crinkle-cut pickles.

A new campaign positions Wendy's as "deliciously different" for using fresh-never-frozen beef and investing in the more-expensive supply chain that using fresh ingredients requires. TV spots do not use Dave's daughter, Wendy, whom it hasn't used in advertising since 2012. Watch for "Deliciously Different" to continue as Wendy's marketing line.