Wendy’s wants to be back on top and has grand plans to redefine the franchise as an industry innovator. USA TODAY recently interviewed Wendy’s CEO, Emil Brolick, and discovered his strategies for bringing the burger franchise back into a prime position.
“Wendy's has always held a position I'll call ‘a cut above,’” said Mr. Brolick. “That's the natural position for this brand. That's the position we'll return to.”
While the brand has struggled since its beloved founder, Dave Thomas, passed away in 2002, Mr. Brolick is confident that he can restore the brand’s appeal. In fact, he knew Mr. Thomas and praised him for having some of the best consumer instincts, knowing what was right and what was wrong, and understanding the essence and promise of the company. He believes he shares that same integrity and passion for the brand.
“The brand vision has not been there,” Mr. Brolick explained. “There have been various versions, but it keeps changing. The consumer senses that this is a brand that lacks clarity. Consumers like brands with clear positions. That's what I intend to do."
A large part of his strategy involves the introduction of new products that emphasize higher levels of freshness, quality, and preparation than his competitors. There are also plans to update the restaurant’s layout to a more contemporary “fast-casual” style found at newer franchises like Panera Bread and Chipotle. Consumers say they prefer these brighter, warmer eateries with comfortable seating, wood accents, and a cozy ambiance.
In terms of how Wendy’s compares to direct competitors McDonald’s and Burger King, Mr. Brolick boldly replied, “Our food is far superior. We do a much better job of giving consumers options and choices. Our food is fresher. Our beef is never frozen. We use leaf lettuce. Our tomatoes are cut in the stores. We don't use pre-cooked bacon. And our food labels are much cleaner.”
He also wants to clarify the brand’s marketing message of “Get Real” by focusing more on the benefits to the customer. He likes how the concept expresses Wendy’s promise of real food, real freshness, and real quality, yet wants a sharper translation that shows the customer the brand’s real value. Overall, Mr. Brolick sees himself as the man who can recapture Wendy’s glory as a leading brand. “I'm a brand advocate. I'm blessed with a sense of what brands are or aren't. My job is to build an emotional attachment to the consumer.”
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Read more at USA Today.
