![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720111.jpg)
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Wendy’s Breakfast Update
David Karam
President
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![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720113.jpg)
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Breakfast Program
Near-term Success and Long-term Sustainability
Our strategy
Market test status
Future plans
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720114.jpg)
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![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720115.jpg)
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QSR Annual Sales - Hamburger
Breakfast Opportunity
~23%
of Traffic
of Traffic
$7 bil
Late Night
$42 bil
Core
$13 bil
Breakfast
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720116.jpg)
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Breakfast
QSR Traffic - Breakfast vs. Dinner
Breakfast Opportunity
2002
2009
+13%
Dinner
2002
2009
-8%
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720117.jpg)
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Breakfast - Our Opportunity
— Wendy’s is only major QSR Hamburger
chain not serving breakfast
chain not serving breakfast
— AUVs $1.4 million without breakfast
— National implementation of breakfast
can add $140,000-150,000 to AUVs
can add $140,000-150,000 to AUVs
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720118.jpg)
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Our Strategy
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_012720119.jpg)
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![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201110.jpg)
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Most extensive research
in Wendy’s history
in Wendy’s history
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201111.jpg)
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“made fresh for you”
The Real Choice in Breakfast
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201112.jpg)
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— Phase 1 - developing
and testing menu
and testing menu
— Phase 2 - improving profitability
and operations
and operations
— Phase 3 - expanding to
additional markets
additional markets
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201113.jpg)
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![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201114.jpg)
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Artisan
Egg Sandwich
Egg Sandwich
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201115.jpg)
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Buttermilk
Biscuits
Biscuits
Multi-grain
Tortillas
Tortillas
Sourdough
Panini
Panini
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201116.jpg)
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Warm
Oatmeal Bars
Oatmeal Bars
Home-style
Potatoes
Potatoes
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201117.jpg)
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100%
Arabica Beans
Arabica Beans
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201118.jpg)
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Pittsburgh
Kansas City
Phoenix
Shreveport
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201119.jpg)
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Comprehensive
Marketing Approach
Marketing Approach
TV, Radio, Online, Print & Billboards
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201120.jpg)
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Consumer Validation
2010 Market Test Results
— Overall exceptional ratings from
first-time visitors
first-time visitors
— High repurchase intent indicated
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201121.jpg)
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— Sale and transactions up 30-40%
— Identified key demographic and
geographic factors that drive
breakfast sales
geographic factors that drive
breakfast sales
Financial Results
2010 Market Test Results
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201122.jpg)
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![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201123.jpg)
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Wendy’s Breakfast Update
Steve Farrar
Chief Operating Officer
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201124.jpg)
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— Phase 1 - developing
and testing menu
and testing menu
— Phase 2 - improving profitability
and operations
and operations
— Phase 3 - expanding to
additional markets
additional markets
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201125.jpg)
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Phase 2
Improving Profitability
and Operations
Improving Profitability
and Operations
— Refining financial model to
heighten breakfast margins
heighten breakfast margins
— Codifying operational procedures
for efficiency
for efficiency
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201126.jpg)
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Phase 2
Improving Profitability
and Operations
Improving Profitability
and Operations
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201127.jpg)
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— Coffee and other
new products
new products
— Menuboard merchandising
improvements for combos
and beverages
improvements for combos
and beverages
Phase 2
Improving Profitability
and Operations
Improving Profitability
and Operations
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201128.jpg)
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Phase 2
Consumer Experience
Consumer Experience
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201129.jpg)
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— Phase 1 - developing
and testing menu
and testing menu
— Phase 2 - improving profitability
and operations
and operations
— Phase 3 - expanding to
additional markets
additional markets
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201130.jpg)
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2011 Breakfast Expansion Timeline
Q4
2011
2011
Q2
2011
2011
Q3
2011
2011
Q1
2011
2011
2010
1,000
STORES
YE
2011
2011
CONVERT 300 OLD MENU STORES
NEW MENU
LAUNCH
LAUNCH
LOUISVILLE &
SAN ANTONIO
SAN ANTONIO
ADDITIONAL
MARKETS
MARKETS
![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201131.jpg)
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![](https://capedge.com/proxy/8-K/0000030697-11-000008/exhibit99-6_0127201132.jpg)
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