Analysis Strategic Planning Wendy"S

Topics: Fast food, Burger King, Wendy's Pages: 15 (3916 words) Published: June 6, 2012
Submitted by:
Atique Ahmed
Hassan Taqi
Umer Bin Jabbar
Usman Nadeem

It all began in November 1969, when Dave Thomas, inspired by the hamburgers that he liked so much in his old hometown, opened in Columbus, Ohio, the first restaurant from what would soon become a successful franchise. Naming it after his fourth child, Melinda Lou "Wendy", with "Quality Is Our Recipe" as its first slogan, Wendy's kept growing. After only a year, in 1971, Dave Thomas opened another restaurant in Columbus, creating the first modern "drive-thru window". Stapling its square hamburgers and its soft ice cream mixed with frozen starches, the "Frosty", as its main products, Wendy's enjoyed a growing popularity among the people of Columbus. Its success determined Thomas to expand Wendy's to a full-sized chain, around North America, and soon spreading in more than 20 countries. While not having a "signature" sandwich like other fast-food chains do, Wendy's became known worldwide for its square burger patties. In the 1980's Wendy's improved their standing by being the first fast food chain to offer the "Salad Bar", where customers are provided all the salad components separately, to assemble a salad after their own unique taste. Besides their tasteful hamburgers and salads, Wendy`s also frequently rewards their customers with coupons which offer reductions or chances to win important prizes.   The growing expansion of the Wendy's franchise, climbed Wendy's on the third place worldwide among hamburger fast food chains with about 6.650 locations opened until March 2010. While almost 77% of Wendy's restaurants are franchised, employing over 46.000 people and leaving decorations and pricing to the individual owners, Wendy's headquarters in Dublin, Ohio (moved from Columbus in January 2006) still sets the standards for exterior appearance, menu, and most important of all food quality.

Vision Statement:
To continuously grow stakeholder value by leveraging the strengths of vibrant, independent restaurant brands. Proposed Vision Statement:
Our vision is to be the quality leader in everything we do.
Proposed Mission Statement
We believe the most vital factor in the restaurant business is to take care of our customers. (1) As a global company, our goal is to provide our customers with the most enjoyable dining experience possible and be the quality leader in everything we do. (3, 7) .We will keep on bringing even greater variety, higher quality, more nutritious foods along with fresher menu choices into our restaurants. (2) We strive to continuously produce quality foods through food science technology and research. (4) Our company is committed to expanding and growing profits in order to sustain recognition while protecting the environment. (5, 8) Our philosophy is to provide for the needs of all our customers while creating a safe workplace for all employees. (6,9)

Products or services
Concern for survival, profitability, growth
Concern for public image
Concern for employees

External Audit - Opportunities & Threats
1. 53 percent of household income is spent eating outside of the home. 2. The Canadian dollar is getting a stronger exchange rate resulting in higher EPS from 0.11 in 2004 to 0.15 in 2005 3. Quick Service Restaurants sales have increased by 5 percent in 2006 according to the National Restaurant Association. 4. Burger King's market share dropped from 15.03% in 2000 to 10.95% in 2006. 5. The US Department of Agriculture states that consumption of eating out has risen 3.6 percent from 1990 to 2005 6. The breakfast food industry is a $77.6 billion industry. 7. McDonald’s suffered an $8.5 million lawsuit and a decrease in sales due to not informing customers of trans-fats in their cooking oils. 8. Emerging markets and expansion abroad.

9. Product...
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