Wendy's Embraces Contemporary Look
New Logo, Uniforms, Packaging Complement Brand Transformation
DUBLIN, Ohio, Feb. 21, 2013
DUBLIN, Ohio, Feb. 21, 2013 /PRNewswire/ --On February 25, the new
contemporary Wendy's® logo will begin appearing in Wendy's advertising, on
product packaging, crew uniforms, new restaurant signage, menuboards and
digital assets. The evolved logo is contemporary and iconic, as it further
emphasizes the Wendy cameo while retaining the familiar Wendy's "wave"
"Wendy's brand transformation is re-energizing all of our touch points with
consumers," said Emil Brolick, President and Chief Executive Officer. "We're
transforming our brand – from bold restaurant designs to innovative food that
consumers want, to improved customer service. This exciting evolution of our
brand reinforces our mission to position Wendy's as A Cut Above."
This logo signals change – connecting consumers to Wendy's new offerings and
fresh look. The ongoing Wendy's brand transformation includes the following
new or recently-launched components:
oPackaging, including cups, bags and other items, has a fresh new look
which will roll out in restaurants beginning March.
oNew Crew Uniforms are coming to Wendy's throughout North America starting
in June. The designs are professional, stylish and contemporary.
oMenu Innovations continue to emphasize high quality ingredients, fresh
preparation and menu variety. Wendy's introduced the Right Price Right
Size Menu™, a greatly expanded value menu including six items at 99 cents
and many others ranging from 99 cents to $1.99*. Wendy's is currently
offering a premium North Pacific Cod sandwich for a limited time this
Lenten season. Product innovation over the past few years includes Dave's
Hot 'N Juicy Cheeseburgers with fresh, never frozen premium beef**, Asiago
Ranch Chicken Sandwich, a line of premium salad entrees, center-cut
Applewood Smoked Bacon and skin-on russet potato French Fries sprinkled
with sea salt.
oThe new Image Activation restaurants feature bold, sleek, ultra-modern
designs that greatly enhance the customer experience. Features include
lounge seating with fireplaces, flat-screen TVs, Wi-Fi and digital
menuboards. As of Jan. 31, 2013, more than 75 Image Activation
restaurants were reimaged or newly constructed. Another 200 reimages are
planned this year throughout North America and new designs are under way
in international markets. The goal is to reimage 50 percent of Company
restaurants in North America by the end of 2015. Average sales volumes
for Image Activation restaurants have increased more than 25 percent over
the prior year.
oThe company's Engagement with Consumers, especially in the digital world,
continues to expand. Wendy's recently launched its biggest digital effort
yet – the "Claim Your Taste" experience, www.claimyourtaste.com. This is
the first of a three-part yearlong effort to support the Right Price Right
Size Menu. Wendy's mobile nutrition app allows customers to personalize
meals based on the amount of calories and save as their favorites. Also,
a complete overhaul of www.wendys.com will premiere this spring.
oRe-energized Advertising introduced nearly a year ago is resonating with
consumers. Research shows even more people are talking about the
advertising and engaging with the brand in social media.
"Every brand evolves over time to maintain relevance with consumers," said
Craig Bahner, Chief Marketing Officer. "We're transforming our brand to
signal a new dynamic company that's listening and responding to consumer
To see Wendy's transformation over the years, visit:
About The Wendy's Company
The Wendy's Company is the world's third largest quick-service hamburger
company. The Wendy's system includes more than 6,500 franchise and Company
restaurants in the United States and 26 countries and U.S. territories
worldwide. For more information, visit aboutwendys.com or wendys.com.
Christyne Muller, 404-879-9031, Christyne.Muller@ketchum.com
*Recommended Right Price Right Size Menu pricing. Prices and participation
** Fresh beef available in contiguous U.S. and Canada
EDITORS NOTE: Digital photos of new logo, new uniforms, new packaging
available by contacting Christyne Muller, 404-879-9031,
SOURCE The Wendy's Company
Press spacebar to pause and continue. Press esc to stop.