Concluding it can be said that the concept of Wendy's might be a challange to launch in Europe since there are many other fast food chains existing. The fact that people want to live healthier does not make it easier. One advantage of Wendy's is that they use fresh meat and ingriedients which might be appealing to many people.
Nevertheless the people in Europe associate fast food with the known chains like Mc Donalds, Burger King and KFC with which the needs are actually satisfied.
maandag 11 augustus 2008
woensdag 6 augustus 2008
Sources
Internet:
http://www.wendys.com/
http://nl.wikipedia.org/wiki/Marketingmix
http://www.12manage.com/methods_marketing_mix_nl.html
http://www.interglot.nl/
http://www.dennys.com/
http://www.school33.org/highlights/highlight_images/Wendys_RGBweb.jpg
Interviews:
1 management interview
8 customer interviews
http://www.wendys.com/
http://nl.wikipedia.org/wiki/Marketingmix
http://www.12manage.com/methods_marketing_mix_nl.html
http://www.interglot.nl/
http://www.dennys.com/
http://www.school33.org/highlights/highlight_images/Wendys_RGBweb.jpg
Interviews:
1 management interview
8 customer interviews
woensdag 30 juli 2008
Concept and Customer Experience
Manager Interview
Interviewed by Bianka Berge and Isa Jaiteh
Manager: Bibiana
Time: 30 July 2008 at 2pm
During the interview with the manager of the restaurant in Tempe/Phoenix we found out more about the concept and working procedure of Wendy's.
Wendy's exist now for almost 40 years and they hardly changed their logos or their slogans. Since a couple of years you can see a trend towards living healthier. Due to this fact Wendy's launched some salads and their famous chili to their product range. In the restaurants nutrition information can be found. Wendy's is well known for the fact that they never use frozen meat. They only use fresh ingredients and meat to gurantee high quality.
Besides the fact that Wendy's only uses fresh ingredients it is also famous for offering families quality time together during their meals. Therefore the restaurants have no playgrounds for children and in the children's menu there is a dvd which is educative and fun for the whole family. With these concept they support the idea that the whole family spends time together, has a nice meal, and gets the chance to talk about their day.
The employees of Wendy's play an important role. All of them get a training before they can start working in the restaurant. Wendy's staff is always friendly and treats the customer well; they are trained to be nice.
The customers mainly come back because they know what they get at the restaurant, since Wendy's almost never changes its offer. It is also recognized that the customers mostly order the same products. The most famous product for which Wendy's is known for is its Frosty ice cream. It is made out of fresh milk and is therefore in line with Wendy's vision and mission of offering high quality products. The portions are bigger than for instance at Mc Donalds and that is also recognized by the customers.
Wendy's main target group are young people, mainly stundents during the semesters, and families with children. Still are many other people visiting the restaurant where quality food is guranteed. They also have regular customers who come nearly every single day not only because of the food, but also because of the friendly staff. The peak times are everyday between 10.30am and 2pm.
Due to the fact that Wendy's is a big fast food chain they have national advertising compains. The resrtaurants are not able to make advertising on their own. Of course there is a chance that they promote themselves during big sport events. E. g. last year during the Super Bowl they handed out coupons to potential customers and the employees were dressed in a Wendy's outfit.
Though Wendy's is one out of many fast food chains they are able to keep visitor numbers high. This is due to the fact that they offer high quality products made out of fresh ingredients, the well trained employees who serve every customer within 90 seconds, and the fact they offer qualtiy time for families eating in the restaurant.
Customer Interviews
Interviewed by Mandy, Jamie, Bianka and Isa
Time: 30 and 31 July 2008 between 12am and 2pm
Since the Wendy's restaurant in Tempe is mainly depending on the ASU students it was quite difficult to perform our interviews. Nevertheless, we conducted eight interviews with totally different customers. The customers in Wendy’s vary from students to business people and even homeless people visit the restaurant. We conducted interviews with two female students from the ASU, with one business man, with one homeless, with a whole family, and several youngsters.
The main reason why customers visit Wendy’s is because they think it is better than most other fast food restaurants. This is because of the food which is freshly made, the special shakes such as the Frosty, the sizes, the chili and the quick service.
Though the majority of our interviewees eats in the restaurant they stated that if under time pressure they also take away. Since most of them do not eat alone they like to sit in the restaurant and enjoy the time with their friends or family. It is also a nice distraction for them to be away from the working pressure which they have during the rest of the day.The average customer visits once a week.
Furthermore they think the restaurant is very clean and nicely decorated with a nice atmosphere, though there are even bigger and nicer restaurants existing. The staff is experienced as friendly and the service is good. The prices are similar to other fast food restaurants, which means it is cheap, but they think the quality and portions are better. This is also a very powerful strength for the restaurant.
When we asked what could be improved they could not really come up with something, they thought it is great, just the way it is. As Dave said: Cheap, easy and delicious!
Interviewed by Bianka Berge and Isa Jaiteh
Manager: Bibiana
Time: 30 July 2008 at 2pm
During the interview with the manager of the restaurant in Tempe/Phoenix we found out more about the concept and working procedure of Wendy's.
Wendy's exist now for almost 40 years and they hardly changed their logos or their slogans. Since a couple of years you can see a trend towards living healthier. Due to this fact Wendy's launched some salads and their famous chili to their product range. In the restaurants nutrition information can be found. Wendy's is well known for the fact that they never use frozen meat. They only use fresh ingredients and meat to gurantee high quality.
Besides the fact that Wendy's only uses fresh ingredients it is also famous for offering families quality time together during their meals. Therefore the restaurants have no playgrounds for children and in the children's menu there is a dvd which is educative and fun for the whole family. With these concept they support the idea that the whole family spends time together, has a nice meal, and gets the chance to talk about their day.
The employees of Wendy's play an important role. All of them get a training before they can start working in the restaurant. Wendy's staff is always friendly and treats the customer well; they are trained to be nice.
The customers mainly come back because they know what they get at the restaurant, since Wendy's almost never changes its offer. It is also recognized that the customers mostly order the same products. The most famous product for which Wendy's is known for is its Frosty ice cream. It is made out of fresh milk and is therefore in line with Wendy's vision and mission of offering high quality products. The portions are bigger than for instance at Mc Donalds and that is also recognized by the customers.
Wendy's main target group are young people, mainly stundents during the semesters, and families with children. Still are many other people visiting the restaurant where quality food is guranteed. They also have regular customers who come nearly every single day not only because of the food, but also because of the friendly staff. The peak times are everyday between 10.30am and 2pm.
Due to the fact that Wendy's is a big fast food chain they have national advertising compains. The resrtaurants are not able to make advertising on their own. Of course there is a chance that they promote themselves during big sport events. E. g. last year during the Super Bowl they handed out coupons to potential customers and the employees were dressed in a Wendy's outfit.
Though Wendy's is one out of many fast food chains they are able to keep visitor numbers high. This is due to the fact that they offer high quality products made out of fresh ingredients, the well trained employees who serve every customer within 90 seconds, and the fact they offer qualtiy time for families eating in the restaurant.
Customer Interviews
Interviewed by Mandy, Jamie, Bianka and Isa
Time: 30 and 31 July 2008 between 12am and 2pm
Since the Wendy's restaurant in Tempe is mainly depending on the ASU students it was quite difficult to perform our interviews. Nevertheless, we conducted eight interviews with totally different customers. The customers in Wendy’s vary from students to business people and even homeless people visit the restaurant. We conducted interviews with two female students from the ASU, with one business man, with one homeless, with a whole family, and several youngsters.
The main reason why customers visit Wendy’s is because they think it is better than most other fast food restaurants. This is because of the food which is freshly made, the special shakes such as the Frosty, the sizes, the chili and the quick service.
Though the majority of our interviewees eats in the restaurant they stated that if under time pressure they also take away. Since most of them do not eat alone they like to sit in the restaurant and enjoy the time with their friends or family. It is also a nice distraction for them to be away from the working pressure which they have during the rest of the day.The average customer visits once a week.
Furthermore they think the restaurant is very clean and nicely decorated with a nice atmosphere, though there are even bigger and nicer restaurants existing. The staff is experienced as friendly and the service is good. The prices are similar to other fast food restaurants, which means it is cheap, but they think the quality and portions are better. This is also a very powerful strength for the restaurant.
When we asked what could be improved they could not really come up with something, they thought it is great, just the way it is. As Dave said: Cheap, easy and delicious!
Marketing Mix
Promotion
The five most important promotion instruments are:
1. Advertisement
2. Personal selling: For example a presentation for customers.
3. Sales promotion: Promotional actions to convince to consumer to buy something.
4. Public relations
5. Direct marketing
Because Wendy’s is a big company which is located in America and Canada, all the restaurant have the same promotion.
One of the promotion instruments that Wendy’s is using is commercials on television. The commercials are mainly informative and concentrated on the fact that they only use fresh ingredients. In most of the commercials one can see the way everything is prepared which gives the customers some kind of confidence because they know what kind of ingredients are used.
Another important promotion instrument is the internet. Wendy’s has got a website on which one can see some adds, the menu, career opportunities and new products.
Furthermore there is a possibility to sign up for a newsletter that one receives once a month with all the new products, discounts etc.
Nowadays the internet is the most important channel to promote your company. That’s why the internet page of Wendy’s is fully updated and filled with lot’s of information about the company. When there is a new product, one can see this immediately on the homepage. Furthermore is Wendy’s promoting new products by billboards and television.
Another important aspect for Wendy’s is the guests satisfaction. Through direct marketing they can bond with the customers by letting them fill in a questionnaire where the guests can write down positive and negative things. In that way Wendy’s is keeping up with the latest trends of what the people want and they can participate on the needs and desires of the customers.
Place
Wendy’s is mostly located in the USA with 6000 restaurants. Furthermore there are 300 international restaurants in the following countries such as Mexico, New Zealand, Indonesia, Greece, Turkey, Guatemala, Naples and finally Italy.
All those different restaurants are doing very well this time, they are really busy. In 1969 the first restaurant opened, this was obviously a great time to start, since there are a lot more now. Wendy's is a direct distribution channel. This means there is a direct contact from the restaurant to the guests. There are no suppliers in between.
Price
The prices are just as in other fast food restaurants quite cheap. However Wendy's stands for quality, with fresh ingredients and served in the way the customer wants it: Cheap and good. This makes it a good concept with a good price-quality standard. There are also allways some offers so the guests can eat certain products for even less money, this is immediately a good marketing strategy.
Product
Wendy’s is a fast food restaurant which is located in the entire United States and Canada.
The assortment consist of hamburgers, chicken burgers, shakes and salads all fresh prepared.
Instead of lunch and dinner there is a possibility to have breakfast at Wendy’s. For this they prepared a special breakfast menu. The portions offered are for the European taste quite large, but for Americans this is just normal.
If you look at the service, it is quite similar to other fast food restaurants such as Burger King and Mc Donald’s. All the people have to order their food at the counter and they receive their order after several minutes. People are not going to Wendy’s to have an extensive meal. They are there to eat and nothing more for a low price. That is also the intention of Wendy’s.
The five most important promotion instruments are:
1. Advertisement
2. Personal selling: For example a presentation for customers.
3. Sales promotion: Promotional actions to convince to consumer to buy something.
4. Public relations
5. Direct marketing
Because Wendy’s is a big company which is located in America and Canada, all the restaurant have the same promotion.
One of the promotion instruments that Wendy’s is using is commercials on television. The commercials are mainly informative and concentrated on the fact that they only use fresh ingredients. In most of the commercials one can see the way everything is prepared which gives the customers some kind of confidence because they know what kind of ingredients are used.
Another important promotion instrument is the internet. Wendy’s has got a website on which one can see some adds, the menu, career opportunities and new products.
Furthermore there is a possibility to sign up for a newsletter that one receives once a month with all the new products, discounts etc.
Nowadays the internet is the most important channel to promote your company. That’s why the internet page of Wendy’s is fully updated and filled with lot’s of information about the company. When there is a new product, one can see this immediately on the homepage. Furthermore is Wendy’s promoting new products by billboards and television.
Another important aspect for Wendy’s is the guests satisfaction. Through direct marketing they can bond with the customers by letting them fill in a questionnaire where the guests can write down positive and negative things. In that way Wendy’s is keeping up with the latest trends of what the people want and they can participate on the needs and desires of the customers.
Place
Wendy’s is mostly located in the USA with 6000 restaurants. Furthermore there are 300 international restaurants in the following countries such as Mexico, New Zealand, Indonesia, Greece, Turkey, Guatemala, Naples and finally Italy.
All those different restaurants are doing very well this time, they are really busy. In 1969 the first restaurant opened, this was obviously a great time to start, since there are a lot more now. Wendy's is a direct distribution channel. This means there is a direct contact from the restaurant to the guests. There are no suppliers in between.
Price
The prices are just as in other fast food restaurants quite cheap. However Wendy's stands for quality, with fresh ingredients and served in the way the customer wants it: Cheap and good. This makes it a good concept with a good price-quality standard. There are also allways some offers so the guests can eat certain products for even less money, this is immediately a good marketing strategy.
Product
Wendy’s is a fast food restaurant which is located in the entire United States and Canada.
The assortment consist of hamburgers, chicken burgers, shakes and salads all fresh prepared.
Instead of lunch and dinner there is a possibility to have breakfast at Wendy’s. For this they prepared a special breakfast menu. The portions offered are for the European taste quite large, but for Americans this is just normal.
If you look at the service, it is quite similar to other fast food restaurants such as Burger King and Mc Donald’s. All the people have to order their food at the counter and they receive their order after several minutes. People are not going to Wendy’s to have an extensive meal. They are there to eat and nothing more for a low price. That is also the intention of Wendy’s.
vrijdag 25 juli 2008
Company profile
History
We would like to give a brief history of the company Wendy's.
Wendy's was founded by Dave Thomas on November 15, 1969 and was named after Dave's second daughter, Melinda "Wendy" Thomas, then eight years old.
The first Wendy's opened in Columbus, Ohio. Quality was very important for Dave that is why the first slogan was: "Quality is our recipe." The slogan can still be found below the logo and did not change over the past years.
Wendy's also organized and sponsored a lot of programs. For example the High School Heisman Program furthermore they sponsored the LPGA event and many more.
The original Wendy's Restaurant on East Broad Street in Columbus closed on March 2, 2007. Additionally, there have been several large closures of Wendy's franchise groups in the last few years; most noticeably the closure of its Australian operations and the bankruptcy of the WenAmerica franchise group and closure of its fifty locations in the Midwest region of the US.
In Canada and Maine, as a result of Wendy's 1995 corporate acquisition of the Canadian doughnut chain Tim Hortons, many locations were joint Wendy's–Tim Hortons restaurants (although with separate staff at separate order counters). This continued until Wendy's divested itself of Tim Hortons.
Facts & Figures
1969: Wendy's founded
1970: Opens first commercial drive thru In December 1976 the 500th Wendy's opened the doors
Two years later in 1978 the 1000th restaurant opened
1979: Introduces salad bar 1984: Where's the beef slogan debuts
1986: Near failure of 1/5 of Wendy's stores
1989: Super Value Menu debuts
1995: Acquires Tim Hortons In 2001 the 6000th Wendy's was opened
2002: Dave Thomas dies
2006: Wendy's divested itself of Tim Hortons
2007: First Wendy's Restaurant closes
2008: Announces merger with Triarc
Wendy’s world locations:Locations of Wendy's Red = current, Orange = former
Wendy's had presented in Hong Kong before.
Italy now has Wendy's.
Wendy's left the Dominican Republic in 2003 but went back in 2007.
Wendy's entered Taiwan in 1985 and retreated in 1999.
Wendy's has around 30 restaurants in Puerto Rico.
Wendy's left Hungary in 2002.
Costa Rica now has Wendy's.
Wendy's had presented in Switzerland before.
Mission, Vision and Concept
Vision:
"Wendy's should be a fast food restaurant that is a cut above the rest; one that serves its customers with quickness and efficiency and, most importantly, one that serves better tasting hamburgers".
Mission:
“At Wendy’s, we’re unrivaled in our passion for giving people what they want-and uncompromising in giving people what they deserve”.
"At Wendy's®, we won't cut corners on anything. Not on fresh, quality ingredients. Not on how we treat people. Not on giving back. And certainly not on being the defender of good taste for people everywhere".
Concept:
Wendy's is a family orientated fast food chain. People order their food at the counter and are served within 90 seconds. They can either eat in the restaurant, take away, or make use of the drive thru. Wendy's can be easily recognized by their logo: a girl with two red pigtails followed by the slogan "Quality is our recipe". Wendy's distinguishes itself from other fast food chains by offering high quality products such as fresh meat and milk products. Wendy's also sets values on offering high quality time for families and to give people the opportunity to spend more time together during lunch or dinner.
Introduction
Hey everyone!
We are an irresistible combination with the four of us.
Two German and two Dutch girls are going to dazzle you in the world of burgers, shakes, salads and many more.
Therefore we have chosen Wendy's. After a lot of sightseeing in America we found out that fastfood plays a big role in the lifes of Americans. During our SummerCourse program we would like to find out the reason why Wendy's is so popular in Amerika and how the guests experience it.
First a short introduction of ourselves;
Ok I'm the first one to introduce myself. I'm Bianka and 22 years old. Wendy's appears interesting to me because it is a great competitor of the other existing fast food chains. Since Wendy's is not launched in the Netherlands I wanted to get a closer insight into their concept and why Americans like it.
My name is Isa and I'm 24 years young!
Since I'm a burger flipper at McDonalds I would like to know what our competition is doing. Therefore I'm highly interested in the concept and customer experience of Wendy's.
Well, I am Jamie. 23 years old and absolutely NO fan of fastfood. So the big question is: Why Wendy's. I honestly don't know but I am always curious to learn more about the world of fastfood. Maybe someday I am gonna like it....
And finally the youngest of the group, Mandy, just 19 years old. I am not allowed in any bar, but Wendy's will actually let me in. I am curious why American people like to eat that much fast food, maybe Wendy's will help me understand better.
Don't get toooo hungry!
We are an irresistible combination with the four of us.
Two German and two Dutch girls are going to dazzle you in the world of burgers, shakes, salads and many more.
Therefore we have chosen Wendy's. After a lot of sightseeing in America we found out that fastfood plays a big role in the lifes of Americans. During our SummerCourse program we would like to find out the reason why Wendy's is so popular in Amerika and how the guests experience it.
First a short introduction of ourselves;
Ok I'm the first one to introduce myself. I'm Bianka and 22 years old. Wendy's appears interesting to me because it is a great competitor of the other existing fast food chains. Since Wendy's is not launched in the Netherlands I wanted to get a closer insight into their concept and why Americans like it.
My name is Isa and I'm 24 years young!
Since I'm a burger flipper at McDonalds I would like to know what our competition is doing. Therefore I'm highly interested in the concept and customer experience of Wendy's.
Well, I am Jamie. 23 years old and absolutely NO fan of fastfood. So the big question is: Why Wendy's. I honestly don't know but I am always curious to learn more about the world of fastfood. Maybe someday I am gonna like it....
And finally the youngest of the group, Mandy, just 19 years old. I am not allowed in any bar, but Wendy's will actually let me in. I am curious why American people like to eat that much fast food, maybe Wendy's will help me understand better.
Don't get toooo hungry!
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