Wendy's International, Inc.: Fresh Stuffed Pita campaign

To challenge McDonald's domination of the fast food industry requires a competitive posture that emphasizes differences that resonate with consumers.

Wendy's International, Inc.: Fresh Stuffed Pita campaign

Robert Schnakenberg

OVERVIEW

In a fast-food universe dominated by industry giant McDonald's, the task for the challengers has always been to devise a competitive posture that emphasizes differences that resonate with consumers. As customers began to assert their preference for fresh ingredients and made-to-order products, aggressive smaller chains moved to fill this demand. One of the first and most successful to do so was Wendy's International Inc.

Founded by R. Dave Thomas in 1969, the chain began by offering the kind of "fresh" burgers and shakes customers remembered from the days of the...

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