Tale of the tape: Wendy’s (then) vs. Wendy’s (now)

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Here’s the beef "I’m more pleased than I thought I would be. At the end of the day, you hope people will like it. ... It feels to me like we have something that’s got some legs. ... [If it doesn’t work], we’ll just blow it up."--Ian Rowden

Strategy: "Nothing will change"

Personality: Mr. Wendy

Analyst rating: "Wendy's no longer rules the upscale fast food roost"

Garfield effect: "10 Ads I Hated"

Target: Boomers

Menu Platforms: Burgers, salad, chicken, value

Well-known for: Chicken fingers

Strategy: "The world changed"

Personality: Smart Squares

Analyst rating: "Turning the corner."

Garfield effect: "Seven Things Wendy's Commercials Do Right"

Target: Boomers, Gen M (millennials), Gen Z (kids)

Menu Platforms: Big burgers, fruit, upscale deli sandwiches, choice

Well-known for: Chili finger

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