Wendy's Intentrack - Winning on Quality

Wendy's, the restaurant chain, was facing a range of challenges following the onset of the financial crisis.

Wendy's Intentrack – Winning on Quality

BUSINESS SITUATION & CAMPAIGN OBJECTIVES

Wendy's began the year with some significant hurdles – a recessionary market where consumers were increasingly opting for at-home meals or on the hunt for more value in their out-of-home meals, a category in decline, strong and aggressive competition from deep-pocketed players and a brand that had perhaps lost its way in marketing.

Undeterred and invigorated by new management, a company-wide and passionate belief in the Wendy's brand and their right to win, Wendy's set a number of clear objectives – to differentiate themselves from their quick-service restaurant competitors,...

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