Marketing Will Continue to Focus on Accelerating Sales and Better
Connecting With Consumers
DUBLIN, OHIO, December 10 /CNW/ - Wendy's International, Inc. (NYSE: WEN)
announced today that it is conducting an aggressive national search for a new
Chief Marketing Officer to replace Ian Rowden, who is resigning as CMO to
return to his native Australia for personal reasons.
Over the past six months, Wendy's has accelerated its focus on improving
brand recognition, particularly among younger consumers, with its "That's
Right" campaign featuring its iconic red wig.
Moving forward, the Company intends to capitalize on the momentum
generated from the campaign to accelerate same-store sales and further improve
profits at every restaurant in the Wendy's system.
"Ian was instrumental in re-awakening the Wendy's brand and driving
innovation, and he has agreed to work with me to help transition marketing as
we search for our next CMO," said Chief Executive Officer and President Kerrii
Anderson. "We wish Ian and his family well in the future."
Wendy's Will Accelerate Next Phase of Branding and Marketing
"We will take the success of our 'That's Right' campaign and expand it to
include more back-to-basics messages that are at the heart of Wendy's
positioning - quality, fresh food, innovation and a great consumer
experience," said Anderson. "We will evolve our marketing efforts to drive
sales and resonate more powerfully with our customers, franchisees and
Wendy's will continue to work with Saatchi and Saatchi and kirshenbaum
bond to develop the evolution of its marketing campaign. The campaign will
continue to be an important element of the Company's strategy to revitalize
the Wendy's brand and build sales and profit momentum.
"There is a great deal of work ahead of us," said Anderson. "We've
delivered six consecutive quarters of positive same-store sales and
significant profit improvement at the restaurant and corporate level. That
said, our store economics are still not where they need to be. We have more
opportunity to drive sales, innovate with our superior quality positioning and
further improve restaurant operations. Our strategic plan, which we launched a
year ago, put a strong foundation in place. Phase 2 of our strategic plan,
launched this fall, is laser-focused on Doing What's Right for Our Customers.
This will be clearly articulated in every aspect of our marketing."
Kershisnik and Holtcamp to Lead Wendy's Marketing on Interim Basis
Paul Kershisnik, senior vice president of marketing strategy and
innovation, and Bob Holtcamp, vice president of brand management, will lead
Wendy's marketing on an interim basis and report directly to Anderson.
Kershisnik is responsible for research and development, strategic
insights and innovation. His 21-year career includes positions with some of
the world's best-known consumer brands, including Pizza Hut/PepsiCo, General
Mills and Sprint. Most recently, he served as Vice President of New Product
Innovations and Research & Development for Mrs. Fields Famous Brands in Salt
Lake City. Kershisnik holds an M.B.A. from Brigham Young University and a B.S.
from the University of Utah.
Holtcamp will continue to manage Wendy's brand group, our new
product-driven menu strategy and the consumer-driven restaurant experience. He
will also continue to manage the creative and messaging strategy with our
advertising agencies, and he will oversee field marketing. Before joining
Wendy's, Holtcamp worked for Aurora Foods' Van de Kamp seafood brand, Mrs.
Paul's Seafood, Miller Brewing Company and held account executive roles at
various advertising agencies. Holtcamp holds an M.B.A. from Washington
University and a B.A. from University of Illinois.
Wendy's International, Inc. Overview
Wendy's International, Inc. is one of the world's largest and most
successful restaurant operating and franchising companies with more than 6,600
restaurants. Wendy's recently received brand, food and operations accolades
-- Zagat Survey(R), a leading global provider of consumer survey
content, which recently named Wendy's as having the best hamburgers in the
quick-service restaurant industry. In addition, Wendy's ranked first among
quick-service "mega-chains" (i.e., those with at least 5,000 outlets) for
food, facilities and popularity.
-- This year's American Customer Satisfaction Index (ACSI) survey,
produced by the University of Michigan's Stephen M. Ross Business School,
ranked Wendy's in the top spot for customer satisfaction in the "limited
service restaurants" category.
-- QSR(R) Magazine's 2007 Consumer Survey recently rated Wendy's as
consumers' favorite quick-service restaurant (QSR) for the second-straight
-- Speedy service earned Wendy's the top spot for fastest drive-thru
times again, according to QSR(R) Magazine's 2007 Drive-Thru Study.
More information about the Company is available at www.wendys-invest.com.
Safe Harbor statement
Certain information in this news release, particularly information
regarding future economic performance and finances, and plans, expectations
and objectives of management, is forward looking. Factors set forth in our
Safe Harbor under the Private Securities Litigation Reform Act of 1995, in
addition to other possible factors not listed, could affect the Company's
actual results and cause such results to differ materially from those
expressed in forward-looking statements. Please review the Company's Safe
Harbor statement at http://www.wendys-invest.com/safeharbor.
For further information:
For further information: Wendy's International, Inc. INVESTOR CONTACTS
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