EX-99.5 6 exhibit99-5_01272011.htm EXHIBIT 99.5 exhibit99-5_01272011.htm
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Wendy’s Marketing
Ken Calwell
Chief Marketing Officer
 
 
 
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Menu Strategy
CORE
VALUE
Brand
Vision
Communication
 
 
 
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Think about your
favorite brands…
 
 
 
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Clearly identify
the opportunity space
that Wendy’s can own.
 
 
 
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Being Real
Real taste
Real food
Real ingredients
Real service
Real experience
 
 
 
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Expect superior freshness and taste
Made to order
Less processed
High integrity ingredients
Expect superior value and store cleanliness
 
 
 
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Fast Food Lovers
Wendy’s consumer target
— 60 million
— Diverse - slightly more male
— Fast food significant in their lives
— Very familiar with fast food chains
 
 
 
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Vibrant new
product pipeline
that will drive results
 
 
 
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Menu Strategy
CORE
VALUE
Communication
The Real
Choice in
Fast Food
 
 
 
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Fries
Fries
Hamburgers
Hamburgers
Salads
Salads
Value
Value
Chicken
Chicken
 
 
 
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Breakthrough Promotional Products
 
 
 
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Premium Salads
Premium Salads
 
 
 
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— 11 different greens,
 chopped fresh daily
— Freshly made Pico de Gallo
— Premium Hass avocados
— All natural dressings,
 with no preservatives
 
 
 
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Premium
Salad Line
Salad Growth Strategy
Half-size
Salads
Seasonal
Salads
Q3 2010
Q4 2010
2011
 
 
 
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Salad Growth Strategy
Premium
Salad Line
Q3 2010
 
 
 
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Before Q3 launch
After Q3 launch
Salad Sales
More Than Doubled!
 
 
 
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Salads - #1 Market Share Leader!
 
 
 
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Wendy’s Premium Salads
 
 
 
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— Top-quality,
 100% Russet potatoes
— Natural cut
— Better-tasting
 cooking oil
— Natural sea salt
 
 
 
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Sold 16%
more units
than base period
 
 
 
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Menu Strategy
CORE
VALUE
Communication
The Real
Choice in
Fast Food
 
 
 
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45% of visits
l Mostly male, 18-24 & 30-40
l Refuel quickly & inexpensively
l Shop price points, looking for
 a value menu
l Hardest hit by the economy
 
 
 
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Wendy’s Original Super Value Menu
 
 
 
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What
Fast Food Lovers
Want Most
Wendy’s New Approach To Value
Everyday value items
Meaningful variety
Keep value menu simple
 
 
 
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Unit Sales up 30%
Overall Transactions up 3% in November
 
 
 
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Fast Food
Lovers Need
New Product
News
 
 
 
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— Fresh, never frozen, 100% pure
 North American beef
— 40% thicker patty
— Quality toppings
— Crinkle-cut pickle
— Red onion
— Toasted and buttered bun
 
 
 
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Large Hamburger Unit Gains
4 Week Base
1st Media Flight
2nd Media Flight
Dave’s Hot n’ Juicy Cheeseburgers
 
 
 
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National Launch
2nd Half 2011
National Launch
2nd Half 2011
National Launch
2nd Half 2011
National Launch
2nd Half 2011
 
 
 
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Chicken
Chicken
 
 
 
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Garden Sensations
Garden Sensations
With Enhanced Chicken Filet
With Enhanced Chicken Filet
 
 
 
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Enhanced Filet
Q3 2010
Chicken Growth Strategy
Asiago Ranch
Feb 2011
2011
GOLD
CHICKEN
LAUNCH
GOLD
CHICKEN
LAUNCH
 
 
 
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Menu Strategy
CORE
VALUE
Communication
The Real
Choice in
Fast Food
 
 
 
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Q3 2010
Q4 2010
Q4 2010
 
 
 
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— Well-defined consumer target
— Rejuvenated new product pipeline
— New value proposition
— Targeted marketing campaign
— Leadership team and franchise
 partners generating strong results
 
 
 
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