Wendy’s - the revitalisation of a franchise icon

With 300 stores across Australia and New Zealand, Wendy’s Supa Sundaes has grown a successful franchise brand on the back of a deliciously simple strategy: give people what they want, and make it fun.

It’s an uncomplicated approach – backed by a serious, results-driven business – that has resulted in ongoing growth for almost 30 years. But the Wendy’s ice cream franchise of today is very different from the franchise’s first store in Adelaide in 1979. And it’s about to undergo another transformation.

“The Wendy’s brand personality is absolutely central to everything we do and we’re constantly reviewing this to ensure we remain relevant to consumers,” Nicola Milne, Wendy’s CEO said.

“Just because it’s one of the best recognised brands in the marketplace does not mean that it’s impervious to challenges. And that’s why we committed to a major revitalisation of the Wendy’s brand.”

Working with Sydney-based retail design agency Juicy Design and advertising agency Clemenger BBDO Adelaide, Wendy’s fast food franchise undertook a thorough review of its brand personality and the way the brand was interacting with customers.

Nothing was sacrosanct – everything was up for discussion, from the brand personality and its communications right through to store design, staff uniforms and the famous pink logo.

The management of Wendy’s dessert franchise business left nothing to chance, revisiting the very core of the brand’s personality. Wendy’s has a very diverse customer base consisting of males and females of all ages but the Generation Y group (i.e. aged 14 to 28 years) is an extremely important customer group for Wendy’s.

“We needed to clearly define Wendy’s brand personality and this more contemporary personality and attitude had to relate to not only Gen Y’s but to all our customers,” Ms Milne said.

Wendy’s management also knew that more than just a focus on customer relevance was needed.

“We knew we needed to focus on being innovative given the changing needs and expectations of our customers and the market. A significant part of that process meant we had to challenge our own preconceptions,” Ms Milne said.

“Our findings quickly led us to the outcome that we must look to engage and resonate with all our customers through a contemporary and youthful attitude.

“That led us to review and redefine the Wendy’s brand personality to link to our three key brand pillars, Tasty, Honest and Fun. Having clarified our personality and approach, the exciting challenge was to translate this through to all our brand, store and communication tools.”

First to undergo an evolution was the famous logo, which now has a more contemporary feel with the introduction of black to the brand palette. That edgier look formed the basis for a new approach to the store design and marketing.

“The new-look store is a very sophisticated yet uncluttered environment that blends the warmth of timber with a graphic approach that’s totally aligned to our personality,” Peter Lokan, Wendy’s General Manager Marketing said.

“That’s only a small part of the revitalised Wendy’s. It now not only looks contemporary, but it feels contemporary as well. It’s much more than a simple revamp. Rather, it’s a total process that has realigned the way we present and talk to all our customers.”

Redesigned point-of-sale and menu boards bring a new level of clarity to the in-store experience, while uniforms will tastefully reflect a more modern clothing culture. Advertising and online communications have also had the treatment, simplifying the offer with a refreshed tone that will appeal to customers of all ages.

What’s more, a focus on innovation has resulted in the addition of several new products, including Wendy’s delicious new Frozen Yoghurt, which is 98% fat free, and the new Wendy’s Rainbow Ice Cream which is now made with no artificial flavours or colours.

While continual product development has been a cornerstone of Wendy’s success, the brand revitalisation will also ensure the products and their packaging reflect this new position.

The brand revitalisation process hasn’t just been about ensuring that the brand appeals to its customers. It is also fundamental to Wendy’s continued success and aggressive growth strategies.

“This branding exercise will open up many new opportunities in different areas and deliver more value to our customers and franchisees,” Ms Milne said.

The new-look stores will be rolled out across the country as new outlets open and as existing stores come up for scheduled refurbishments.