Wendy's International, Inc.: Where's The Beef? campaign

Mariko Fujinaka

Wendy's International, Inc., faced stiff competition when it entered the quick-service restaurant business in 1969.

Wendy's International, Inc.: Where's The Beef? campaign

Mariko Fujinaka

Overview

Wendy's International, Inc., faced stiff competition when it entered the quick-service restaurant business in 1969. The cutthroat fast-food industry grew rapidly in the 1960s, and McDonald's Corporation and Burger King Corporation, which both started in the 1950s, had become market innovators and leaders. In the year that Wendy's opened its first store in Ohio, McDonald's opened 211 new units and Burger King opened 108. According to popular consensus, the fast-food market was saturated, with little room for new hamburger restaurants. But Wendy's, with its made-to-order hamburgers, fresh meat, and more...

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