1. Wendy’s Comes Up with a New Strategic Recipe
Janet Adamy, Wall Street Journal, September 30, 2008

2. 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

3. Question? What market is Wendy’s currently targeting?
How effective has this been?

6. 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

7. Questions for Discussion
Is this a strategic response?
Other alternatives for Wendy’s?
How successful is Wendy’s likely to be?