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Wendy’s Comes Up with a New Strategic Recipe

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

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Wendy’s Comes Up with a New Strategic Recipe

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  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?

  4. New Strategy • Re-focus on 24-49 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

  5. 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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