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Wendy’s Marketing
Ken Calwell
Chief Marketing Officer
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Menu Strategy
CORE
VALUE
Brand
Vision
Vision
Communication
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Think about your
favorite brands…
favorite brands…
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Clearly identify
the opportunity space
that Wendy’s can own.
the opportunity space
that Wendy’s can own.
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Being Real
Real taste
Real food
Real ingredients
Real service
Real experience
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Expect superior freshness and taste
Made to order
Less processed
High integrity ingredients
Expect superior value and store cleanliness
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Fast Food Lovers
Wendy’s consumer target
— 60 million
— Diverse - slightly more male
— Fast food significant in their lives
— Very familiar with fast food chains
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Vibrant new
product pipeline
that will drive results
product pipeline
that will drive results
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Menu Strategy
CORE
VALUE
Communication
The Real
Choice in
Fast Food
Choice in
Fast Food
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Fries
Fries
Hamburgers
Hamburgers
Salads
Salads
Value
Value
Chicken
Chicken
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Breakthrough Promotional Products
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Premium Salads
Premium Salads
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— 11 different greens,
chopped fresh daily
chopped fresh daily
— Freshly made Pico de Gallo
— Premium Hass avocados
— All natural dressings,
with no preservatives
with no preservatives
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Premium
Salad Line
Salad Line
Salad Growth Strategy
Half-size
Salads
Salads
Seasonal
Salads
Salads
Q3 2010
Q4 2010
2011
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Salad Growth Strategy
Premium
Salad Line
Salad Line
Q3 2010
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Before Q3 launch
After Q3 launch
Salad Sales
More Than Doubled!
More Than Doubled!
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Salads - #1 Market Share Leader!
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Wendy’s Premium Salads
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— Top-quality,
100% Russet potatoes
100% Russet potatoes
— Natural cut
— Better-tasting
cooking oil
cooking oil
— Natural sea salt
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Sold 16%
more units
than base period
more units
than base period
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Menu Strategy
CORE
VALUE
Communication
The Real
Choice in
Fast Food
Choice in
Fast Food
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45% of visits
l Mostly male, 18-24 & 30-40
l Refuel quickly & inexpensively
l Shop price points, looking for
a value menu
a value menu
l Hardest hit by the economy
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Wendy’s Original Super Value Menu
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What
Fast Food Lovers
Want Most
Fast Food Lovers
Want Most
Wendy’s New Approach To Value
Everyday value items
Meaningful variety
Keep value menu simple
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Unit Sales up 30%
Overall Transactions up 3% in November
Overall Transactions up 3% in November
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Fast Food
Lovers Need
New Product
News
Lovers Need
New Product
News
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— Fresh, never frozen, 100% pure
North American beef
North American beef
— 40% thicker patty
— Quality toppings
— Crinkle-cut pickle
— Red onion
— Toasted and buttered bun
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Large Hamburger Unit Gains
4 Week Base
1st Media Flight
2nd Media Flight
Dave’s Hot n’ Juicy Cheeseburgers
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National Launch
2nd Half 2011
2nd Half 2011
National Launch
2nd Half 2011
2nd Half 2011
National Launch
2nd Half 2011
2nd Half 2011
National Launch
2nd Half 2011
2nd Half 2011
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Chicken
Chicken
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Garden Sensations
Garden Sensations
With Enhanced Chicken Filet
With Enhanced Chicken Filet
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Enhanced Filet
Q3 2010
Q3 2010
Chicken Growth Strategy
Asiago Ranch
Feb 2011
Feb 2011
2011
GOLD
CHICKEN
LAUNCH
CHICKEN
LAUNCH
GOLD
CHICKEN
LAUNCH
CHICKEN
LAUNCH
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Menu Strategy
CORE
VALUE
Communication
The Real
Choice in
Fast Food
Choice in
Fast Food
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Q3 2010
Q4 2010
Q4 2010
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— Well-defined consumer target
— Rejuvenated new product pipeline
— New value proposition
— Targeted marketing campaign
— Leadership team and franchise
partners generating strong results
partners generating strong results
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