Wendy’s Company is a public limited company of American origin. It is actually the holding or parent company of fast-food restaurant chain Wendy’s. The company was founded in the year 1884 and over the years have been known via different names.
It settled on its present name Wendy’s Company in the year 2011. The retail chain is associated with Food and Beverage industry as it is an eating joint for fast-foods. Wendy’s Company faces competition from the following brands
- Subway
- Burger King
- McDonald’s
- KFC
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Product in the Marketing Mix of Wendy’s
Wendy’s Company offers fresh ingredients in all its product items as it pays special attention to quality. The brand undergoes rigid inspection process to maintain high levels of food quality and safety standards. Wendy’s Company offers a diverse menu so that it can cater to different taste buds of its customers and it includes-
Fries and Sides
- Chili
- Baconator Fries
- Plain Potato
- Sour Cream & Chive Baked Potato
- Chili Cheese Fries
- French Fries
- Apple Bites
- Caesar Side Salad
- Chilli Cheese Baked Potato
- Garden Side Salad
- Cheese Baked Potato
- Bacon Cheese Potato
Fresh Made Salads
- Berry Burst Chicken Salad
- Spicy Chicken Caesar
- Taco Salad
- Caesar Side Salad
- Apple Pecan Chicken Salad
- Southwest Avocado Chicken Salad
- Garden Side Salad
Chicken, Wraps & More
- Spicy Chicken Sandwich
- Southwest Avocado Chicken Sandwich
- Grilled Asiago Club
- Homestyle Asiago Club
- Spicy Asiago Club, Homestyle Chicken Sandwich
- Crispy Chicken Sandwich
- 4 Piece Crispy Chicken Nuggets
- 4 piece Chicken Tenders
- 10 Piece Crispy Chicken Nuggets
- Crispy Chicken BLT
- 6 Piece Crispy Chicken Nuggets
- 3 Piece Chicken Tenders
- Grilled Chicken Sandwich
- Spicy Chicken Wrap
- Crispy Chicken Sandwich
- Grilled Chicken Wrap
- Crispy Chicken BLT.
Cheeseburgers or Hamburgers
- Dave’s Single
- Baconator
- Dave’s Triple
- Dave’s Double
- Son of Baconator
- Cheeseburger
- Cheeseburger Deluxe
- Bacon Cheeseburger
- Double Stock.
Frosty drinks
- Vanilla Frosty
- Chocolate Frosty
Beverages
- Strawberry Lemonade
- Raspberry Lemonade
- All-Natural Lemonade
- Strawberry Watermelon Fruit Tea
- Berry Cherry Fruit Tea
- Honest Tropical Green Tea
Kids Meal
- Kid’s Cheeseburger
- Kid’s 4 PC Nuggets
- Kid’s Hamburger
- Kid’s Chicken Wrap
Place in the Marketing Mix of Wendy’s
Wendy’s Company is a globally recognized brand that has its headquarters base at Dublin in the United States. It has spread its presence in nearly six thousand five hundred and thirty-seven locations out of which five thousand, seven hundred and thirty-nine are set up in its home country the United States and the rest seven hundred and ninety-eight are located in the overseas market.
Wendy’s Company has a strong and powerful supply chain channel that helps it in better dealings. The company believes in the franchise system and has set up an experienced and next generation of franchisees.
The outlets project a contemporary and bold image that connects directly with its customers. Wendy’s Company has zeroed in high traffic and high visibility locations that would offer best opportunities for attracting customers. It is also looking for places that would offer convenient access to the customers so that a continuous customer flow is maintained.
It has opened its outlets at entertainment venues, office buildings, military bases, hospitals, highways, university and college campus, and airports. The company has a skilled development team that offers experience, skills, training, resources, and support to franchises in terms of layouts, designs, kitchen equipment, and menu selection so as to increase its opportunities. Wendy’s Company offers usage of latest technology like mobile payment and mobile ordering, and online ordering and payment via its website so as to increase its customer base.
As Wendy’s Company is a retail chain, their staffs play an important role in its business dealings. It recruits staffs that have to undergo proper training sessions so that it can offer best possible services.
Price in the Marketing Mix of Wendy’s
Wendy’s Company has posted its revenues and operating income at 1.44 billion US Dollars and 314.78 million US Dollars respectively at the end of third quarter of the financial year 2016-17. It has targeted families, youth, and children as its potential customers who are looking for tasty fast-food items made from fresh ingredients.
The company has positioned itself as a restaurant that caters to people’s wishes by offering tasty, healthy and fresh burgers. The main source of income of Wendy’s Company is through its in-store customers. It has also developed a delivery system to increase its sales figures.
Outlets of Wendy’s Company are well-decorated with a great ambiance that reflects its premium quality. The company has kept its pricing policy market-oriented which changes in accordance with existing market conditions.
The product prices are highly dependent upon the value of the product in a particular location. It faces competition from rival brands and generally keeps its product prices at par with prices set up by competitors. Wendy’s Company has adopted a Bundle pricing policy and under this scheme offers products in combo style like three items at comparatively lower prices. The brand has been highly successful in maintaining its pricing policies because it has helped it in generating higher revenues.
Promotion in the Marketing Mix of Wendy’s
Wendy’s Company believes in digital marketing and impactful advertising to create a positive brand image in the consumer market. It engages in multiple media platforms at both national and local levels throughout the year to maintain a balanced promotional strategy. Wendy’s Company believes in online and offline marketing.
It actively uses social media tools like Twitter, YouTube, Facebook and its own website to target its potential and loyal customers via videos, and songs. It has launched a women’s video series Hollywire: Wendy’s Fresh Trend Showdown that helps in garnering positive brand reviews. As part of its promotional strategy the company has adopted Midnight push plan and under it offers food services to crowds after midnight.
Wendy’s Company has maintained descriptive taglines like Quality is our recipe, Now that’s better and its mascot is a phenomenal hit. It actively participates in community activities via its foundation.
