Dublin, OH — Wendy’s® is in the midst of a comprehensive transformation to contemporize the brand and dramatically improve the customer experience.
“We are improving the total customer experience, with bold restaurant designs, fresh product innovation, more engaging advertising and digital media advancements,” says Emil Brolick, president and CEO. “The transformation is already resonating with consumers and we’re building momentum, especially with our Image Activation restaurants. [Now] we are unveiling the first Wendy’s brand logo change in nearly 30 years, and next March we will introduce it across all of our consumer touch points. This is a very exciting time for Wendy’s.”
As part of Wendy’s brand transformation, the company has begun rolling out new “Image Activation” restaurants that feature bold, sleek, modern designs. Features include lounge seating with fireplaces, flat-screen TVs, Wi-Fi and digital menu boards. The re-images completed so far have generated a range of strong sales increases, averaging more than 25%. By year-end Wendy’s expects to have completed a total of 75 re-imaged restaurants since the program began in 2011, and will accelerate the pace of Image Activation rebuilds and remodels in 2013 and 2014. The company plans to re-image 50% of its company-operated restaurants by the end of 2015. The company is also providing a total of up to $10 million in incentives to franchisees to re-image their restaurants in 2013.
The ongoing brand transformation will extend to Wendy’s new logo in March 2013, when a contemporary look will be introduced on packaging, advertising, crew uniforms, restaurant signage, menu boards and websites.
“We want the most prominent symbol of our brand to reflect the transformation that’s currently under way,” says Craig Bahner, chief marketing officer. “Our refreshed logo signals the innovation and fresh thinking taking place at Wendy’s, while reinforcing that we are staying true to our values as a distinct and beloved brand.”
The new brand logo was designed by Tesser, an award-winning design firm based in San Francisco.
The Wendy's Company recently unveiled its new brand logo in Times Square, New York City.
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 U.S. and 27 countries and U.S. territories worldwide. For more information, visit www.wendys.com or www.aboutwendys.com.