Case Analysis

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CASE ANALYSIS:
WENDY’S

Submitted by:
Cabantugan, lisl camille e.
Manalo, Christopher Lawrence
Pangilinan, jamabelle
Hm203

The Problem and Background

Wendy's (Formerly branded as Wendy's Old Fashioned Hamburgers before late 2012) is an international fast food chain restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The company decided to move its headquarters to Dublin, Ohio, on January 29, 2006. It has been owned by Triarc (now called Wendy's Company) since 2008. Approximately 77% of Wendy's restaurants are franchised, the majority of which are located in North America. The idea for Wendy's "old fashioned" hamburgers was actually inspired by Dave Thomas' trips to Kewpee in his home town of Kalamazoo, Michigan. The Kewpee sold square hamburgers and thick malt shakes, much like the well-known restaurant that Thomas eventually founded in Columbus, Ohio, in 1969. Within a year, Thomas opened a second restaurant in Columbus, featuring what Wendy's claims in its corporate history was "the first modern-day, drive-thru window", added in November 1970. The Columbus location later added a Tim Hortons and was closed on March 2, 2007, after more than 37 years of business due to declining sales. Thomas named the restaurant after his fourth child Melinda Lou "Wendy" Thomas. Photographs and illustrations of her (as well as other memorabilia based upon her) were on display at the original Wendy's restaurant until it closed. The first Wendy's Hamburger Restaurant in the country opened on December 8, 1983 under Wenphil Corporation, Philippine franchisee of Wendy's International. It's the first to offer a Salad Bar. Freshly prepared daily, the Salad Bar consists of garden fresh vegetables and a choice of dressings. Wendy's also offers convenience packed freshly made salads to go. It's the first to serve Hot-Stuffed Baked Potatoes, rich in vitamins and minerals and low in sodium. It's the first to offer a 24-hour food service in strategically located stores aside from having an on-call 24-hour delivery service. It’s the first fastfood to sign a Memorandum of Agreement with DOH in support of DOHs Healthy Lifestyle Campaign. It’s the first to serve sugar free iced tea ABOUT THE OWNER

Rex David "Dave" Thomas (July 2, 1932 – January 8, 2002) was an American businessman and philanthropist. Thomas was the founder and chief executive officer ofWendy's, a fast-food restaurant chain specializing in hamburgers. He is also known for appearing in more than 800 commercial advertisements for the chain from 1989 to 2002, more than any other company founder in television history.

CORPORATE VISION

When everyday people sort through all the ‘spin’ there is one quick-service restaurant that is ‘A Cut Above’… that’s Wendy’s … we stand for honest food … higher quality, fresh, wholesome food … prepared when you order it … prepared by Wendy’s kind of people … people that believe this is My Wendy’s … we do it Dave’s Way … we don’t cut corners.

CORPORATE MISSION

To be the restaurant of choice --- the most preferred hamburger restaurant that Filipinos would rather go to for great hamburgers, fast, friendly service, and an overall excellent dining experience.

CORPORATE OBJECTIVES

Delivering total quality is the focus of every aspect of Wendy's operations and the philosophy of every employee.

It is this dedication to quality that makes Wendy's a leader in the fast food industry and a favorite of consumers worldwide.

STRATEGY
Wendy’s has thrown its $300 million marketing account into review, as the burger chain’s chief marketer, Ken Calwell, pushes to improve marketing in all arenas, from creative to multicultural to media buying.

New Tagline:
Built from the customer insight that taste is what sets Wendy’s apart from its competition, the chain today unveiled its new advertising campaign, Do What Tastes Right. The effort is built for flexibility across Wendy’s...
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