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Published byBernadette Turgeon Modified over 5 years ago
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Wendy’s Comes Up with a New Strategic Recipe
Janet Adamy, Wall Street Journal, September 30, 2008
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Background Third largest hamburger chain with 6,625 locations
Declining performance since founder Dave Thomas died in 2002 Acquired by Triarc Cos. for $2 billion in deal forced by the board Matches Wendy’s with much smaller Arby’s Roland Smith, President & CEO of Wendy’s/Arby’s Group Inc unveiled a new strategy
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Question? What market is Wendy’s currently targeting?
How effective has this been?
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New Strategy Re-focus on year old market by emphasizing quality and freshness “breath of fresh air from the red-wig campaign” Alter the $.99 value menu due to increased costs Improve fries, buns and bacon Break into the breakfast crowd Fastest growing segment of FF industry Reformulate menu Improve coffee – Folgers Espresso? Remodel dated stores Credit crunch
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Questions for Discussion
Is this a strategic response? Other alternatives for Wendy’s? How successful is Wendy’s likely to be?
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