Improvement Strategies -----Ting Yu Jingjing Wang Ying Wang Wendy’s restaurant Improvement Strategies -----Ting Yu Jingjing Wang Ying Wang

Overview Wendy’s Restaurants began its operations in 1969 (“The Wendy’s Story”) They are part of a competitive market it the fast food industry They currently are open for lunch and dinner options for customers The are currently ranked second in the market with McDonalds at number one and Burger King at number three (“The Wendy’s Company Competition”) This report try to implement strategies to try and propel the restaurant to the number one position in this industry The main new element is to introduce a breakfast menu option to capitalize on that market potential

Convenience – Breakfast Menu A-Plus Value with Packaging (Text, p.157) The packaging will create a tray in which consumers can put their coffee and have their meal to make it easier when travelling with the items Wendy’s is proposing to introduce a breakfast menu for clients This helps build on the trust of current clients They can now conveniently get breakfast from a fast food restaurant that they enjoy The facilities are in place with the resultants to operate for breakfast They will just create a new menu and hire staff for business operations This will help increase profits immensely Limitations – this model type (a disposable tray) would be expensive to create

Convenience – The Prepaid Card A-Plus Value with Add-ons (Text, p.161) The client is given an unexpected surprise Wendy’s will implement a prepaid Card that they can load online This will help make the transaction convenient when the come in to purchase their items in store Convenience is important as this will determine usage This can make customers lives easier and they will be more likely to use the company It has been noted that “a 2002 study found that something known as convenience orientation—a customer's general preference for convenient goods and services— has a major impact on buying decision” (Weissman). Each month one card that is loaded will be selected randomly and the person will receive $100 Wendy’s dollars Limitations – the technology may have flaws and could not transfer the money to the card causing the client to be aggravated

Convenience – Ensuring Accuracy A-Plus Value with Guarantees (Text, p.158) Wendy’s will implement a rule to help increase accuracy This is meant to ensure that clients receive the correct order If they do not they will receive a credit for their next purchase This will be difficult to implement to get the team to aim for 100% accuracy The company standards will have to change This is meant to show the customer that the business wants to ensure that the accuracy is important as we value the business of the client Limitations – the staff will need to ensure accuracy otherwise this could be a major expense for the company - Clients may also claim orders are wrong just to get the credit and trying to prove that may be difficult

Value – Rewards Card A-Plus Value with Add-ons (Text, p.161) The company will provide clients with a Wendy’s Rewards Cards For every time dollar they get they will receive points Each month one reward card member will receive 1,000 points This can be used for other food purchases and can be collected for larger merchandise items that can be accesses through Wendy’s website This is mean to help with customer loyalty to help give something back to regular clients and with the potential to increase that business Loyal customers are great for business and the company wants to recognize that fact and give them something back for their returned patronage (“Customer loyalty schemes”) Limitations – no limitations are foreseen with this idea

Value – Pricing & Time Guarantee A-Plus Value with Guarantees (Text, p.158) Wendy’s will implement a deal of the day Anyone ordering that special is guaranteed to receive their food in 5 minutes from the time they enter the restaurant to the time they receive their food If it exceeds that time the customer will get the meal for free The company will have many of those sandwiches prepared the meet the expected customers that are antedated Each day of the week one combo will be offered at 50% off This is meant to give clients more value for the food they are paying for This change is meant to help increase the business on particular days because of the schedule Limitations – if it gets busy and items are not prepared that could led to higher wait times and the restaurant will have to give them the food for free

Information – Customer Ideas A-Plus Value with Credibility (Text, p. 159) A level of mutual trust is developed as the company works with the customers to hear their ideas Wendy’s Restaurant will collect information from customers for ideas for new items on the menu There will be a contest and the top three choices will be picked and named after the customer who submitted the idea This is meant to build a strong relationship with customers and show that their ideas are valued They are offering knowledge and the company respects their input (“5 Ways to Improve Your Customer Service”) Limitations – customers who do not win may stop purchasing Wendy’s

Information – Wendy’s App A-Plus Value with Credibility (A Value Text, p.159) Customers will trust the menu as the company is disclosing its calorie count quite readily This will develop of the current Wendy’s app that exists The customer input the calories they want to consume and then menu options will be generated to let them know what they select (“My Wendy’s”) The addition to the app will all the client select their order and then place it with a Wendy’s location of their choice They will preorder the item and pay for it online They will indicate what time they will pick it up and it will be ready for them Limitations – they person may not pick up the order and ask for a refund - This may be costly to develop this app

Conclusion This study shows that the endeavors are meant to help make the customers life easier These changes may be challenging however once implemented it could generate a great amount of revenue for the company This exercise indicates that connecting with a customer on a personal level can lead to exponential results for the business Being different and innovative can also help increase business

Works Cited Steinkirchner, Sunday. “5 Ways to Improve Your Customer Service.” Forbes. 22 Aug. 2012. Web. 30 Nov. 2013. <http://www.forbes.com/sites/sundaysteinkirchner/2012/08/22/5-ways- to-improve-your-customer-service/> Customer loyalty schemes.” Web. 30 Nov. 2013. <http://www.marketingdonut.co.uk/marketing/customer- care/customer-loyalty-schemes> “My Wendy’s.” iTunes Preview. Web. 30 Nov. 2013. <https://itunes.apple.com/ca/app/my-wendys/id540518599> “The Wendy’s Company Competition.” Hoovers. Web. 30 Nov. 2013. <http://www.hoovers.com/company- information/cs/competition.The_Wendys_Company.ecbd547547f542d 4.html> “The Wendy’s Story.” Wendy’s. Web. 30 Nov. 2013. <http://www.aboutwendys.com/Our-Company/Our-Story/> Weissman, Ari. “Convenience: The Third Essential of a Customer- centric Business.” UX Magazine. 16 Feb. 2012. Web. 30 Nov. 2013. <http://uxmag.com/articles/convenience> TEXTBOOK.