Re-Innovating Wendy's

First Wendy's 1
Originally uploaded by JPHansen.

In the greasy world of fast-food, there is no other chain that has the reputation for fresh, quality food like Wendy's. The thing people love about them, is not only are they the underdog, but they have an ever-expanding menu and are very adaptable to the changes in their customer's tastes. They were the first chain to feature a salad bar, had a chicken sandwich in 1980, offer stuffed baked potatoes and chili, and have a 99 cent menu introduced in 1989.

For the past 3 years, it's been a little tough for Wendy's since founder Dave passed away. It almost seemed as if they have lost their soul, their voice. Advertising became clunky - remember the totally awful Mr. Wendy spots? People kept going, but there was nothing new other than a chicken and salad revamp to get excited about. If Wendy's is about innovation, why were they trying to reinvent the wheel? Enter the new advertising and in store displays featuring the "do what tastes right tag" and start getting innovative again. With the intoduction of the deli-quality Frescata line, adding healthy alternatives to kids' menus, and developing a brand new breakfast line. Their test kitchen is busy again and Wendy's has posted the first month of growth in an over a year long slump. Being innovative does pay off in the end.