Wendy's pigtails get a makeover
The burger chain is revamping its logo and image amid stiffer competition and regaining some of its lost mojo.
Instead of the boxy, old-fashioned lettering against a red and yellow backdrop, the new logo features the chain's name in red against a clean white backdrop, The Associated Press reported. An image of the smiling redheaded girl in pigtails floats above, looking more vivid and not quite as childlike.
In an interview with the AP, CEO Emil Brolick said he was encouraged by consumer feedback in testing dozens of new logo variations over the past several months.
"When we pushed things too far, they very much reeled us back," he said, noting that it showed just how attached people are to the brand.
It's perhaps the most significant logo update since founder Dave Thomas opened the first Wendy's in 1969, and it comes as the company struggles to redefine itself amid intensifying competition.
Wendy's, which has called 2012 a "transition year," slashed its earnings outlook in May as rising commodity costs ate into profits. Its shares have barely budged this year, and new menu items have gotten mixed reviews. When discussing the heavily promoted W Burger, GrubGrade noted that while "it may leave you a little disappointed immediately after experiencing it, when you really look back on it in perspective, you might find, like me, that it really wasn't too bad after all."
The company, based in Dublin, Ohio, unloaded its struggling Arby's chain last year and is regaining some of its lost mojo. Same-store sales have risen for the past five quarters, a noteworthy accomplishment in uncertain economic times. And it doesn't plan to rest on its laurels.
Wendy's is providing as much as $10 million to franchisees to "re-imagine" their restaurants in 2013 with natural lighting, WiFi service, lounge seating, fireplaces, flat-screen TVs and digital menu boards. By year's end, Wendy's expects to have overhauled 75 restaurants and will accelerate the pace of "image activation rebuilds and remodels" in 2013 and 2014. Half of the company-owned restaurants will be remodeled by the end of 2015.
Wall Street seems to have faith in Wendy's. The average 52-week price target on the stock is $5.05, about 20% higher than where it currently trades. Unless the economy heads into a death spiral, Wendy's should be fine. Then again, the same could be said for its larger rivals, such as McDonald's (MCD).
In the coming months Wendy's needs to back its talk about changing its brand with results.
Third just because this is a comment section doesn't mean you need to show off your mama's embarrassment by using close to foul mouthed. The old cleche :" have you kissed your mama with that dirty mouth" comes to mind.
Back to the dirt on Wendy's. Take that logo money and give people raised but first fire the guys that don't know a fry from a toilet plunger PLZ. I would love to work for your company. The consensus is older americans have no place in this world. So what do we do with our time while we wait to die? THis make comments on how bad our food was.
the sign looked OLD FASHIONED just like Dave made his hamburgers "THE OLD FASHIONED WAY" WHEN SOEMTHING ISN'T BROKE WHY DO YOU WANT TO FIX IT. YOU SEE WHAT HAPPENS WHEN SOMEONE WNATS TO "make changes" it goes down hill.
just leave well enough alone there wasn't anything wrong with the way it was.
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Consumers are very status conscious in Asia, Africa and other emerging-market areas. This is especially true in China.
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