Wendy’s International Inc. is the number three hamburger chain by sales, which trail only those of McDonald’s and Burger King. As of 2005, there were more than 6,500 Wendy’s restaurants worldwide, offering burgers and fries as well as alternative items such as baked potatoes, chilli, and salads. Whilst Wendy’s has continued to perform well, they are finding it extremely difficult to compete with their rival’s edgy marketing, such as McDonald’s “I’m lovin’ it” campaign. In order to survive the merciless fast-food industry, Wendy’s is conducting marketing research in order to improve service and brand orientation. Wendy’s is also considering further expansion in the United States.
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4360903_1_MKTG2010-Supplementary-Task-Semester-2–2019.docx
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