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.