Wendy's / Case Analysis Presentation (Emerson College)
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Wendy's is undergoing a major rebranding effort to update its image and positioning. This includes introducing a new logo that removes elements from the previous design, remodeling stores with a modernized look and feel, and expanding its menu to include premium food and coffee options. The goals are to appeal to new customers and remain relevant for future growth while still honoring the brand's origins. There is a risk that these changes may not fully align with Wendy's established value proposition of offering quality food at affordable prices. Consumer research and a strategic storytelling approach will be important to guide the transition and ensure the core brand essence is preserved through the rebranding process.
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Wendy's / Case Analysis Presentation (Emerson College)
- 1. Tong Katie Kristen Jennifer Tong Katie Kristen Jennifer
- 2. 10 3.1 x 1.6 x1.6 x 2.9 x 2.2 x
- 3. 10 3.1 x 1.6 x1.6 x 2.9 x 2.2 x Background
- 5. QUICK-SERVICE HAMBURGER COMPANIES IN THE WORLD LARGEST 1989 1999 2009 2013 ONE OF THE
- 8. Sales Brand 2011 Category: Fast-food chains of the United States Source: Technomic – Annual Top 500 Chain Restaurant Report $8.5 billion $8.4 billion
- 10. Sales Rank Category: Restaurant chains of the United States No.2 No.3No.1 Source: Technomic – Annual Top 500 Chain Restaurant Report 2006
- 11. Sales Rank Category: Restaurant chains of the United States No.2 No.3No.1 Source: Technomic – Annual Top 500 Chain Restaurant Report 2011
- 12. Competition
- 15. Value Quality U.S. Dining Quick Service Restaurants (Latest date is from 10/15/2012) 95 76 57 38 19 -30 7 24 41 58 75 92 0 Source: brandindex.com
- 16. “QUALITY IS OUR RECIPE” POSITIONING
- 18. REPOSITIONING “A RESTAURANT AT A PRICE”
- 19. 69 70 71 72 73 74 75 76 77 7879 80 81 82 8384 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 New Logo Year New Logo
- 20. 69 70 71 72 73 74 75 76 77 7879 80 81 82 8384 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 New Logo Year
- 21. New Logo 10 3.1 x 1.6 x1.6 x 2.9 x 2.2 x
- 22. New Logo 10 3.1 x 1.6 x1.6 x 2.9 x 2.2 x SOMETHING DISAPPEARS IN THE NEW LOGO.
- 25. 1992
- 26. 1992 2011
- 27. 2011 Howard Shultz, Starbucks President and CEO “We've allowed (the siren) to come out of the circle in a way that I think gives us the freedom and flexibility to THINK BEYOND COFFEE.” “The Starbucks brand continues to embrace our heritage and also ensure we remain relevant and poised for FUTURE GROWTH.”
- 28. 2013 If you think about our brand, gosh, we certainly sell a lot of hamburgers and cheeseburgers, but we also are LEADERS IN CHICKEN AND SALADS.” We felt we needed to reflect our product line of today and where we need to be IN THE FUTURE.” Craig Bahner Wendy’s CMO
- 30. Pittsburgh Phoenix Virginia Beach Toronto Columbus Modern Urban Traditional Classic 4 PROTOTYPES
- 31. Modern Urban Traditional Classic 4 PROTOTYPES
- 32. 3rd Place
- 33. A MODERN & SIMPLE LOOK 5 Distinct Seating Types Large Windows WiFi & Flat Screen TVs Digital Menu Boards Refrigerated Display Cases Coca-Cola Freestyle Machines Drive-Thru
- 35. As an incentive to franchises, Wendy’s is offering to the first 100 franchises that remodel. $100,000
- 36. MENU strawberries FRESH INGREDIENTS & PREPARATION Seasonal Berry Almond Chicken Salads blueberries
- 37. FRESH BAKED GOODSChocolate Chunk Cookies Oatmeal Bars Oreo Brownies
- 38. COFFEE LINE Vanilla Iced Coffee Mocha Roaster Original Redhead
- 40. What is Wendy’s current positioning before the rebranding efforts? QUESTION 1
- 41. QUESTION 2 Is the goal of being a really in line with the essences of the Wendy’s brand? “ restaurant at a price”
- 42. Do new concepts QUESTION 3 such as the new logo, remodeling, and higher-end menu items align with Wendy's value proposition?
- 43. How can Wendy’s tell their story in a new way QUESTION 4 without destroying the essences of the brand and the positioning consumers have in their minds?