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The Wendy's Company | Company Profile, Marketing Contacts, Media Spend, Brands




The Wendy's Company, headquartered in Dublin, OH, is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and Company restaurants in the United States and 25 other countries worldwide. The Wendy's Company is the parent company of its wholly owned subsidiary holding company Wendy's Restaurants, LLC. Wendy's Restaurants is the parent company of Wendy's International, Inc. (Wendy's).

Main Telephone (614) 764-3100
Main Fax (614) 766-3979
Primary Address
One Dave Thomas Boulevard
Dublin, OH 43017-0256
USA

The Wendy's Company Contacts

Contacts (5/15)
Name Title State
Kurt K. Chief Concept & Marketing Officer OH
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (614) 764-3100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Dave Thomas Boulevard
Dublin, OH
43017-0256
USA

Liliana E. Chief Communications Officer & Senior Vice President OH
Todd P. President & Chief Executive Officer OH
Abigail P. Chief Development Officer OH
Lori E. Senior Vice President, Research & Development - Wendy's North America OH

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
The Wendy's Company ********

Agency Relationships


Brand Agency Service From To
*** *****'* ******* ******* public relations unknown present
*** *****'* ******* ********* | ***** media buying & planning 2007 present
*** *****'* ******* *** ***** ***** multicultural 2010 present
*** *****'* ******* ***, ***. Creative, Digital 2012 present
*** *****'* ******* ******* & ******* * Creative unknown present

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DailyVista

‘Account in Jeopardy' Update: Wendy's adds chief concept officer role to ‘elevate' marketing


 

Update (4/28): Wendy’s has added a new executive position: chief concept officer. The company announced yesterday that Kurt Kane (who has a ready-made NASCAR name and might have missed his calling) will join the company in this new position to “elevate [Wendy's] marketing and innovation capabilities.” Kane joins Wendy’s from Pizza Hut, where he most recently served as global chief marketing and food innovation officer. He has also served as Pizza Hut’s US CMO and has served in the marketing departments at Frito-Lay and Molson Coors as well.  Kane will be responsible for North American marketing and innovation efforts, effective May 4, and will report to CEO Emil Brolick. Note that Wendy’s recently promoted Brandon Solano to CMO, following the departure of Craig Bahner (more below).

Wendy’s previously scored a 69 in our predictive analysis model, but the appointment of Kane moves the score up to 81, moving Wendy’s from “On the Brink” to “Account in Jeopardy” status.

Subject: digital, social media, broadcast, radio, out-of-home

Company: The Wendy's Company, headquartered in Dublin, OH, is the world's second largest quick-service hamburger company. There are more than 6500 franchise and company-owned restaurants in the US and in 25 countries internationally.   

Opportunity: Wendy's has announced that early next year, CMO Craig Bahner will step down. SVP of marketing Brandon Solano will step into the CMO role following what the company is calling “an orderly transition of duties.” Keep in mind that Solano previously was the VP of innovation at Domino's during that company's brand overhaul. A number of other leadership changes were announced as well, all in an effort to increase the brand's digital and international development efforts. The company has spent 2014 pursuing a “fast-casual” image by remodeling stores and focusing on high-quality menu changes in order to attract Millennial diners (research here). Wendy's is experiencing a dip in traffic, so those with digital or social media ideas to get customers in the door should approach as Solano settles into the top spot. Wendy's implements a high/low messaging system, so focus both on its higher-end promoted products and its “Right Price Right Size” menu.

Additional Insight

Other Leadership Changes: Todd Penegor, currently SVP & CFO, was promoted to EVP, CFO and international, which gives him oversight of the company's international division. Bob Wright, Wendy's COO, has added EVP to his title and is responsible for company and franchise restaurant operations, in-restaurant technologies and customer service improvement. Wendy's also promoted Abigail Pringle to chief development officer; she previously served as SVP of restaurant development and growth initiatives.

Digital Plans: Since the burger chain is looking to increase digital efforts in 2015, Brandon Rhoten was elevated to VP of digital experience and will lead digital marketing for the company. Rhoten previously served as VP of digital and social media.  In the Q3 earnings call, president and CEO Emil Brolick said that Wendy's would continue to invest more in digital and social media, but declined to give specific numbers. Because Millennial consumers interact with and consume media in different ways than other generations (in particular Generation X and Boomers), the company is continuing to build brand awareness through digital, mobile and social media channels.

Note that the restaurant launched its mobile payment app nationwide earlier this year (research here). Additionally, Brolick stated that Wendy's growth strategy includes mobile ordering and loyalty program initiatives in order to increase consumer convenience, increased transactions, higher check, faster speed of service and a “seamless brand experience.”

Competitors: Part of Wendy's brand repositioning is aimed at competing directly with successful fast-casuals such as Chipotle and Panera, but the value-priced menu keeps it compatitve with QSRs McDonald's and Burger King.

Media Spend: According to Kantar Media, Wendy's spent $279.8 million on measured media in 2013, up 15.7% from 2012.  Wendy's spends the bulk of this money on broadcast ads. Kantar Media reports 2013 broadcast spend at $213.5 million, while 2014 broadcast spend was $288.7 million (per iSpot.tv). Keep in mind that Wendy’s spent $95.3 million on broadcast ads from Jan. to Apr. 2014; over the same period in 2015, that number has increased to $103.9 million (+9.02%).

Wendy's spends the most to run ads on TNT, CBS, ESPN, TBS, NBC, VH1 and Univision during programming such as “NBA Basketball,” “NFL Football,” “The Big Bang Theory,” “College Football,” “SportsCenter” and “Criminal Minds.”

According to Moat, 83% of Wendy’s standard display ads were purchased directly from the publisher. Top ad destinations included: StyleList.com, MTV.com, HuffingtonPost.com, Billboard.com and VH1.com.

Agency Relationships: According to The List, Wendy's agency roster includes: VML, Inc. (digital creative).

The Wendy's Company 
1 Dave Thomas Blvd.
Dublin, OH 43017
(614) 764-3100

Derek Detenber 
Vice President, Brand Management
(614) 764-3100
derek_detenber@wendys.com

Liz Geraghty 
Vice President, Brand Marketing
(614) 764-3100
liz_geraghty@wendys.com

Brandon Rhoten 
Vice President, Digital & Social Media
(614) 764-3100
brandon_rhoten@wendys.com