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Wendy's Concept Benchmark Analysis
Restaurant Research, LLC, Oct 2010, Pages: 11
Wendy’s may be closer than it has been in many years to regaining some of its former glory during the early part of this decade. To this end, the authors see Wendy’s renewing its focus on quality (both from the perspective of its menu and operational execution) which is the hallmark of its former glory. At the same time, the 4th largest QSR chain by sales is getting back into the value game with a new, lower $0.99 national price point - this will help Wendy’s return to the practice of a high/low price positioning which it perfected many years ago. Further, the brand is leveraging its strength in salads to better target women and health conscious men – a good idea for the times in our opinion.
Having said this, the authors note that the system continues to fight against two important head winds: (1) a very slow start in the important breakfast daypart, and (2) a need to update and reimage its facilities at a time when franchisees can scarce afford it. In conclusion, while we believe Wendy’s is moving in the right direction, this iconic brand still has the difficult task of blocking and tackling in front of it as it fights its way back from its own end zone.
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Quick Service Restaurants in the United States 2009
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