Wendy’s

Introduction
Wendy’s is an American international fast food restaurant chain which was founded by Dave
Thomas on November 15, 1969, in Columbus, Ohio. Wendy’s was classified as the third largest
hamburger fast food chin with 6,711, as of December 31, 2018. The company is promoting
itself as the one delivering quality and fresh food, “even if it means going the extra mile. When
you walk through our doors, we do what we can to make everyone feel at home because our
family extends through your community”, they state. Wendy’s conserved its first slogan,
“Quality Is Our Recipe”, while adopting many others through the years; the ones still used are
the following: “It’s good to be square”, “You can eat great, even late” and since 2016, “Not
just different, deliciously different.”

Characteristics
The company is well-known for their square ground beef hamburgers, made with the
customer’s choice of toppings, and the Frosty Dairy Dessert – a frozen dairy dessert sold in
chocolate and vanilla flavors. Wendy’s has the upper hand with its large menu choices.
Currently it serves 19 types of hamburgers, one of them being a “veggieburger” named Black
bean burger, 17 types of chicken sandwiches and wraps, seven types of salads, cookies and
offers 22 breakfast options. In 2004, Wendy’s introduced kids’ meal choices, allowing “the
substitution of mandarin oranges for French fries, and either 2% reduced fat white milk or 1%
low fat chocolate milk instead of a soft drink.” (Wendy's LLC, 2019)

Benefits
What Wendy’s offers to the public is its extensive menu allowing customers to make their meal
exactly how they like; they switched to a nonhydrogenated cooking oil which contains 0 grams
of trans fat.

Wendy’s has its own mobile app and online purchase and delivery, offering instant deals and
promotions while also being active on its YouTube, Twitter and Facebook page.

Their restaurants benefit from a friendly environment, to make the customer feel “at home”,
they have reliable suppliers and a strong distribution network.

FABIZ, Series A, Group 113

Iaurum Alexandru, Iliescu Daniel

 Target Market
Wendy’s target market is represented by mainly young people, who eat fast food frequently.
Our clients want qualitative food, fast preparation and decent prices. So, our market
segmentation is based on age, income, frequency and life-style.

SWOT Analysis
STRENGTHS WEAKNESSES

1. High quality products 1. High prices

2. Experience in the business 2. Refranchising
3. Strong brand image 3. The profitability ratio and Net Contribution
4. Extensive menu % of The Wendy's Company are below the
5. Focus on millennials industry average
6. Active on social media 4.

OPPORTUNITIES THREATS

1. More aggressive product innovation 1. Aggressive competition

2. Steep growth potential for eating out 2. Imitation
3. Decreasing cost of transportation 3. Healthy lifestyles trend
4. Liability laws in different countries are
different and The Wendy's Company may
be exposed to various liability claims given
change in policies in those markets

WHERE?

Wendy’s first place in Romania will be placed in Bucharest, in Piata Unirii area. This offers an
opportunity for a large number of people to acknowledge the opening of the restaurant and
forces them to a decision whether the fast food giant brand will be welcomed.

The restaurant will be opened 24 hours a day, so people working late nights or early in the
morning can give their day a boost.

WHEN?

The Wendy’s restaurant has its official opening day on 1st of August, a month before Bucharest
gets very crowded. This gives people time to accommodate and will also keep the restaurant
“fresh”. When the population begins the usual working hours in September, they will be more
open to the idea of a new brand.

FABIZ, Series A, Group 113

Iaurum Alexandru, Iliescu Daniel

HOW?

On the opening day, we will offer discounts for every menu, up to 30% and give away ten
thousand T-shirts and caps with the brand logo printed on them.

FABIZ, Series A, Group 113

Iaurum Alexandru, Iliescu Daniel