Trying to figure which direction the fast food industry may turn? If so, then keep an eye on Wendy’s.
They announced their plans for future expansion late last week. It involves more breakfast, more international units, and hopefully more profits. According to the Atlanta Business Journal, they’re going to follow the McDonald’s model.
In the last few years, McDonald’s has stopped promoting its other sister franchises and is pumping all of its energy into its core brand. Wendy’s, which owns Arby’s, plans to follow suit and sell the burger franchise.
The franchise has been losing a share of the market in recent years, so this new push, with a strong focus on breakfast, is vitally important for Wendy’s.
Wendy’s has not pursued international growth too heavily in the past, which insiders feel may help propel them to rapid success.
“We’re one of the last brands available for growth,” Darrell van Ligten told the newspaper, international president. “There’s tremendous upside potential.”
On top of that, Wendy’s feel that the best way to attract customers is to beef up its menu.
Plans for this year include a fish-and-chips combo, and an Asiago ranch chicken sandwich, but key to the year is the new Dave’s Hot ‘N Juicy Cheeseburgers, a burger line intended to replace the current single-double-triple line with a 40-percent thicker patty, a toasted bun and better toppings. It is being tested in a handful of markets and will go nationwide in the second half of the year.