Wendy’s Revamps Its Menu and Marketing

by Christopher Freeburn | June 29, 2012 12:17 pm

Under the direction of new chief marketing officer, Craig Bahner, Wendy‘s (NASDAQ:WEN[1]) is pursuing an aggressive course to raise its visibility and attract new customers[2].

The burger chain is revamping its menu, adding new products, and increasing marketing to Latino customers, according to BurgerBusiness.com

Wendy’s plans to introduce Grilled Flatbread Chicken Sandwiches, a Black Label cheeseburger with mushrooms, and is considering a pretzel roll for its Pub sandwich and a jalapeno bun topped with Cheddar cheese for its Spicy Santa Fe Chicken Sandwich.

The company is also planning to restructure is value menu, introducing a two-tiered pricing plan to prevent franchise stores from raising prices for certain items over 99 cents. It is countering smoothies and shakes from McDonald’s (NYSE:MCD[3]) and Burger King (NYSE:BKW[4]) with its own line of Signature Lemonades.

A former Procter & Gamble (NYSE:PG[5]) executive, Bahner noted that revitalizing the Wendy’s brand required “compelling, distinctive and own-able” innovations. He noted that the chain had produced an inconsistent marketing message in recent years and had “lost relevance” with fast food diners.

In addition to adding new products[6], Bahner plans a vastly increased focus on social media and mobile promotions.

The company will also update its outreach to Latino customers, adopting a new slogan for Spanish-language media.

Shares of Wendy’s rose more than 1% in Friday mid-day trading.

Endnotes:
  1. WEN: http://studio-5.financialcontent.com/investplace/quote?Symbol=WEN
  2. ggressive course to raise its visibility and attract new customers: http://www.burgerbusiness.com/?p=11114
  3. MCD: http://studio-5.financialcontent.com/investplace/quote?Symbol=MCD
  4. BKW: http://studio-5.financialcontent.com/investplace/quote?Symbol=BKW
  5. PG: http://studio-5.financialcontent.com/investplace/quote?Symbol=PG
  6. adding new products: http://investorplace.com/2012/04/wendys-introduces-3-more-side-dishes/

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