1. TongKatieKristenJenniferTong Katie Kristen Jennifer
2. 103.1 x 1.6 x1.6 x2.9 x2.2 x 3. 103.1 x 1.6 x1.6 x2.9 x2.2
xBackground 4. 196919791989MORE THANHISTORY40 YEARS 5.
QUICK-SERVICEHAMBURGER COMPANIESIN THE
WORLDLARGEST1989199920092013ONE OF THE 6. MORE
THANFRANCHISES6,500COUNTRIES27 7. STORE MODERNIZATIONPREMIUM FOOD
8. SalesBrand2011Category: Fast-food chains of the United
StatesSource: Technomic Annual Top 500 Chain Restaurant Report$8.5
billion $8.4 billion 9. $34.2 billion 10. SalesRankCategory:
Restaurant chains of the United StatesNo.2 No.3No.1Source:
Technomic Annual Top 500 Chain Restaurant Report2006 11.
SalesRankCategory: Restaurant chains of the United StatesNo.2
No.3No.1Source: Technomic Annual Top 500 Chain Restaurant
Report2011 12. Competition 13. WHERES THE BEEF? 14.
ValueQualityU.S. Dining Quick Service Restaurants(Latest date is
from 10/15/2012)9576573819-30 7 24 41 58 75 920Source:
brandindex.com 15. QUALITY IS OUR RECIPEPOSITIONING 16. STORE
MODERNIZATIONPREMIUM FOOD 17. REPOSITIONINGA RESTAURANTAT A PRICE
18. 69 70 71 72 73 74 75 76 77 7879 80 81 82 8384 85 86 87 88 89 90
91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12
13New LogoYearNew Logo 19. 69 70 71 72 73 74 75 76 77 7879 80 81 82
8384 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05
06 07 08 09 10 11 12 13New LogoYear 20. New Logo103.1 x 1.6 x1.6
x2.9 x2.2 x 21. New Logo103.1 x 1.6 x1.6 x2.9 x2.2
xSOMETHINGDISAPPEARSIN THENEW LOGO. 22. 1992 23. 1992 2011 24.
2011Howard Shultz,Starbucks President and CEOWeve allowed (the
siren) to come out of the circle in away that I think gives us the
freedom and flexibility toTHINK BEYOND COFFEE.The Starbucks brand
continues to embrace our heritageand also ensure we remain relevant
and poised forFUTURE GROWTH. 25. 2013If you think about our brand,
gosh, we certainly sell alot of hamburgers and cheeseburgers, but
we also areLEADERS IN CHICKEN AND SALADS.We felt we needed to
reflect our product line oftoday and where we need to beIN THE
FUTURE.Craig BahnerWendys CMO 26. New Store Concepts 27.
PittsburghPhoenixVirginia BeachTorontoColumbusModern Urban
Traditional Classic4 PROTOTYPES 28. Modern Urban Traditional
Classic4 PROTOTYPES 29. 3rd Place 30. A MODERN & SIMPLE LOOK5
Distinct Seating TypesLarge WindowsWiFi & Flat Screen
TVsDigital Menu BoardsRefrigerated Display CasesCoca-Cola Freestyle
MachinesDrive-Thru 31. SUCCESSFULREDESIGNCOST$750,000ROI25-30 32.
As an incentive to franchises, Wendys is offeringto the first 100
franchises that remodel. $100,000 33. MENUstrawberriesFRESH
INGREDIENTS& PREPARATIONSeasonal Berry Almond Chicken
Saladsblueberries 34. FRESH BAKED GOODSChocolate Chunk
CookiesOatmeal BarsOreo Brownies 35. COFFEE LINEVanilla Iced Coffee
Mocha RoasterOriginal Redhead 36. Discussion Questions 37. What is
Wendys current positioningbefore the rebranding efforts?QUESTION 1
38. QUESTION 2Is the goal of being areally in line with the
essences of the Wendys brand? restaurant at a price 39. Do new
conceptsQUESTION 3such as the new logo, remodeling, and higher-end
menu itemsalign with Wendys value proposition? 40. How can Wendys
tell their story in a new wayQUESTION 4without destroying the
essences of the brandand the positioning consumers have in their
minds? 41. thank youthank you
