Wendys International Inc.

Wendy 's International Inc

I . Case Abstract

Wendy 's International Inc . comprises one of the biggest quick service or fast food restaurants expanding through franchising . By the end of 2008 , Wendy 's has established 6 ,600 stores in 22 countries including the United States . Of the by Wendy 's and the remaining 5 ,200 are operated by franchisees (Wendy 's International Inc

Wendy 's grew by maintaining the consistency of the taste and quality of its old fashioned hamburgers and fries . In addition , Wendy 's also developed an innovative menu to

capture different market segments . Apart from hamburgers , Wendy 's also serves fresh salads , fresh sandwiches chicken wraps , and frosty shakes . Food is served in-store , taken out , or delivered (Wendy 's International Inc

By diversifying its menu , Wendy 's sought to target different market segments by offering fresh choices for the health conscious consumer and value meals of its old fashioned burgers for price sensitive consumers This means the implementation of multiple marketing strategies targeting different market segments . The same menu innovation also occurs in its different restaurants worldwide to accommodate different food preferences and tastes in various markets

II . Wendy 's Vision Statement

Wendy 's seeks to continue towards becoming a leading fast food chain in the world by developing the value of its brands . The strategic direction of Wendy 's is towards strengthening its global position as a quick service or fast food chain by maintaining and augmenting the...