Wendy's launches updated image, logo

by Meat&Poultry Staff
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DUBLIN, Ohio – Wendy's new logo began appearing Feb. 25 on advertising, packaging, crew uniforms, restaurant signs, menu boards and digital assets, the company reported.

The company said the new design gives greater emphasis to the Wendy’s cameo. The new contemporary logo is part of a larger initiative to update and refresh the Wendy's stores and the brand.

“Wendy’s brand transformation is re-energizing all of our touch points with consumers,” said Emil Brolick, president and CEO. “We’re transforming our brand — from bold restaurant designs to innovative food that consumers want, to improved customer service. This exciting evolution of our brand reinforces our mission to position Wendy’s as A Cut Above.”

The company's stores are undergoing a redesign, adding lounge seating with fireplaces, flat-screen televisions, Wi-Fi and digital menu boards. As of Jan. 31, more than 75 "Image Activation" restaurants were reimaged or newly constructed, according to the company. Another 200 updates are planned for 2013 throughout North America and new designs are underway in international markets. The company plans to remodel 50 percent of its restaurants in North American by the end of 2015. Average sales volumes for updated restaurants have increased more than 25 percent over the prior year, Wendy's reported.

Additional new or recently launched initiatives include an expanded “Claim Your Taste” digital initiative. It is the first of a three-part yearlong effort to support the Right Price Right Size Menu, the company said. Wendy’s also launched a mobile nutrition app that helps customers personalize meals based on calories. Also, a complete overhaul of www.wendys.com will debut this spring.

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