CONTENT

1. INTRODUCTION .. 02 2. OBJECTIVE .. 02 3. DATA PLAN ANALYSIS .. 03 4. DATA ANALYSIS .. 04 METHODOLOGY PLAN OF DATA ANALYSIS

5. RESULTS FROM DATA ANALYSIS 06 6. MARKET ANALYSIS 12 7. SWOT ANALYSIS .13 8. FINAL OBJECTIVE RESULTS ..17 9. LIMITATION AND RISK .. 20 10. CONCLUSIONS AND RECOMMENDATION . 24 CONCLUSIONS RECOMMENDATION FOR FUTURE STUDY

11. REFERENCES 26

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INTRODUCTION

Wendys is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, such as Burger, Sandwich, Snacks/Drinks, Chickens as well as Pizza are important. Each restaurant is in high competition with other fast food service operations within some Specific area. These quick and fast food service restaurants are high in competitiveness and include well established competitors. Product Quality, variety of Products, convenience Stores/Restaurants, price of food and value of food products offered, locations, quality and speed of service are the competitive key advantages. By system wide sales, Wendys Company is the number 4 in the America; behind McDonalds, Subway and Burger King. For the year 2010, it has almost 6.000 restaurants (owns or franchises) and approximately $ 8, 3 billion in sales. Wendys is recognized as a traditional brand with quality food and service, great taste, with focus on fresh never frozen ground beefs that offers burgers and fries as well as alternative items such as baked potatoes , chili and salad, they have a standard menu featuring hamburgers and chicken breast sandwiches.

Objective
Our key Objective for the market research is to find out the following: The perception of Toronto Downtown area public and University students towards Wendys Fast Food Restaurant. Position of Wendys Fast Food Restaurant in the minds of target market. What percent of market captured by Wendys in Toronto Downtown area?

Data plan analysis

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For analyzing the results, a data preparation process will be used. This includes the checking of Questionnaires, editing and reviewing the questionnaire, response codding, transcribing the obtained data, data cleaning for the consistency checks and checking of various missing responses of respondent, statistical adjustment of various data and selection of various data analysis strategy. For following stage we are going to use a wide range of statistical techniques as: Frequency Distribution as well as Cross Tabulation and Hypothesis Testing. The election will be related with the variables include, percentages, mean, statistical relevance or high level of correlation between variables.

Data Analysis and interpretation

The data that we are going for the statistical analysis comes from the survey conducted by us (Humber students). We are going to use several statistical techniques for the approaches.

a.

Methodology

The elements of the Target Population are adult males and females as Elements, the Sampling units are households, the extent is the Toronto Downtown Wendys restaurant Locations as well 3|Page

as college/University locations and the time is the year 2013. To cover this entire area, we used non-probability sampling technique under which we choose for convenience sampling and Quota Sampling. The sample size was in the typical ranges between 80 to 100. For this case we will point a size of 100.

As, our objective of the market research was to find of the perception of the Toronto public and university students towards Wendys fast food restaurant. So, to find out the results, we will be using various statistical techniques such as Frequency Distribution to analyze percentages and relative rankings as well as positions, Cross Tabulations to study relation between variables, amounts, percentages and significance of the relations, and, finally Hypothesis Testing to prove our hypothesis.

b. - Plan of Data Analysis

As we mention in the data analysis methodology, the plan was to analyze the 5 Components of the Marketing Research Problem and test their related Hypothesis with different statistical technique; we will record the results in several schematics sheets (see appendix C) each of the applied statics including: number of the marketing research problem component, method of the selected technique, assumptions, input parameters, sequence of commands, produce outputs, summary of the results, change or the adjustments needed and comments.

Results from the Data Analysis

1: When you want to have a meal in a fast food restaurant, will Wendys come to your mind as the first choice?

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Series 1
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Mc Wendy's Donalds Subway Pizza Hut KFC Burger King Others Series 1

According to the survey response for this question, the first restaurant comes to their mind is Mc Donalds and Subway, Other than, Wendys, KFC, Burger King and others.

2. Which fast food restaurant(s) do you visit most frequently?

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favourate
40 30 20 10 0 favourate

According to the survey, mostly people prefer to go Mc Donalds as well as Subway and only 30 percent of population prefer to go Wendys.

3. What type of the promotion you think is using by Wendys to increase the rate of profit?

Series 1
50 40 30 20 10 0 Lunch Breakfast Happy Meal Desserts Series 1

According to the respondent response, Wendys is best in Happy meals as compare to Lunch, Deserts and Breakfast.

4. What time of the day do you prefer to eat at Wendys Restaurant?*

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Series 1
40 30 20 10 0 Breakfast Lunch Dinner Desserts Snacks Series 1

According to the survey, around 40 percent of the target population prefer to have Wendys burgers during Lunch time.

5. Which type of Wendys promotional advertising catch your eye?*

Media
70 60 50 40 30 20 10 0 Internet Newspaper Billboards Posters Magazines TV Media

According to the survey, 70 percent of the respondent like the television advertisement of the Wendys other than Internet, Billboards and etc.

6. Does the Wendys advertising influence you? 7|Page

YES NO

According to the survey, the respondents are actually influenced by the Wendys advertisement.

7. What do you think about healthy eating at Wendys Restaurant?

GOOD IDEA BAD IDEA

Around 60 percent of the target population think that healthy eating at Wendys is a good idea.

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8. What is your opinion about introducing low fat, baked and highly nutritious food at Wendys Restaurant?

Yes No

9. What is the main reason(s) for you to patronize Wendys? *

Series 1
15 10 5 0 Series 1

10. How much do you usually spend on a meal at Wendys?*

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Dollars

$0-$10 $10-$20 $20-$40 Above $40

11.If you chose Wendys, which aspect attracts you the most?*

Series 1
16 14 12 10 8 6 4 2 0 Advertising taste enviornment speed food Series 1

12. What is your evaluation for Wendys? 10 | P a g e

Series 1
16 14 12 10 8 6 4 2 0 Packaging Advertising consumer Preference speed Quality Series 1

13. The unlimited re-fill of drinks, Delivery and Drive through service in Wendys is easy and advantages as compare to the other similar fast food restaurants?

Yes No

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14. Thinking about your most recent visit to Wendys, to what level of satisfaction do you rank that visit?*

Very Poor Poor Good Very Good Excellent

16. Gender?

Male Female

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17. Age?

Below 18 18-25 25-30 Above 30

18. Monthly income/ allowance.

0-$1000 $1000-2000 $2000-4000 Above $4000

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20. Occupation*

Students Executive Public Sector Worker Self employed House Wife others

MARKET ANALYSIS:
In the past 5 years, the Fast Food Restaurant industry has grown more than 3.2 percent average per year. The Companies that had the higher rates of growth were Dunkin Donuts with a 7.8 14 | P a g e

percent, Subway - 7.5 percent and Starbucks - 7.5 percent and McDonalds - 3.9 percent. Except McDonalds, the other companies are related with Sandwiches, Hot-dogs, Snacks and Drinks. The chain Subway has focused in the niche of fast food in a healthy way; they become the default for healthy and fast service meal. Health information is described on their packing material. Although Dunkin Donuts and Starbucks are in the fast food restaurants, they are not directly competing in the main meal segment, they are in the beverage and snacks market, but still they can be considered in the competition. For example Dunkin Donuts has lunch main dishes and both of them have the completion in the breakfast or in-between meals opportunities. These two companies are not considered to be the junk and fast food suppliers. Finally McDonalds is the largest fast food restaurant chain in the US and Canada, with the 23 percent of the market share. They have grown almost 4 percent, and their main strategy is focused on reinvent product innovation, like real fruit smoothies, new drinks and beverages. The success in McDonalds sales is related in creating a more attractive menu and environment in its stores and consumers seeking less expensive food options. By the other hand, we have the other group of 6 restaurant chains that have grown less that the average. We can count in this group of worst ones the chains KFC, Burger King and Pizza Hut. All these brands are related with the traditional fast food industry such as burgers, finger fries, chickens and various pizzas. More or less they have had administration and management problems, very less product innovation and do not have any healthy food menus.

Swot analysis

Strength:
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Strong management

Atmosphere

GLOBAL BRAND

OPPORTUNITY:

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GLOBAL OPPORTUNITY

RECESSION

HEALTHY MENU

WEAKNESS:

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BREAKFAST MENU PROBLEM

MANAGEMENT

THREAT:

INCREASING BEEF PRICE

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INTERNAL FACTOR STRENGTH 1. EXPERT FAVOURABLE FACTOR MANAGEMENT 2. GLOBAL BRAND 3. ATMOSPHERE ADDS VALUE WEAKNESSES 1. BREAKFAST MENU UNFAVOURABLE FACTOR 2. MANAGEMENT CHANGES

EXTERNAL FACTOR OPPORTUNITY 1. INTERNATIONAL MARKET 2. ADVANCE IN TECHNOLOGY 3. RECESSION THREATS 1. INCREASE IN BEEF PRICE

FINAL OBJECTIVE RESULT

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Our key Objective for the market research is to find out the following: The perception of Toronto Downtown area public and University students towards Wendys Fast Food Restaurant. Position of Wendys Fast Food Restaurant in the minds of target market. What percent of market captured by Wendys in Toronto Downtown area?

Based on the Reponses received from the survey as well as analysis of the entire data; Following results are generated for the Final Objective of our Market Survey. We will be discussing each objective one by one in detail:

RESULT 1: Based on the research, we found that though there are number of fast food
chains are available for customers to have their meal on the go, but still number of public of downtown area as well as students of various universities and colleges has a good perception toward the Wendys, as most of them like Wendys for their authentic taste and Fresh Hams Burger. The below chart will support our Hypothesis for this objective:

Series 1
6 4 2 0 Wendys Other food chains Series 1

The above chart shows that, around half percent of total population still prefer to have Wendy food other than Mc Donalds, Burger King, and KFC etc.

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RESULT 2: The survey results show that the Wendys is positioned in the minds of the
consumer in Bad ways and in Good way. Not all population think that Wendys is good as compared to other fast food restaurant chains. The below chart will show the positioning of Wendys in the minds of target market:

Series 1

70 60 50 40 30 20 10 0 BAD POSITION GOOD POSITION Series 1

This Chart is the result of our Hypothesis for the objective: Positioning of Wendys in the minds of Target market. In overall target population, we found out that 65 percent of the people have good positioning of Wendys in their mind. Other than this, there are still 35 percent of the population still have the bad positioning in their mind with regards to Wendys.

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RESULT 3: Our third and the last objective were to find out the percent of market
captured by Wendys in Toronto Downtown area? With our survey, we found out the very interesting survey results of the market. Following pie chart will support our hypothesis:

Sales

Mc Donald Wendys Burger King Dominos KFC Taco bell

The above result shows the result that around 40 percent i.e., the major market is captured by the Mc Donalds itself because of its less price food and drinks as well as fast service and convenience store. Besides this, Wendys holds the second position as compare to burger king, Dominos, KFC, taco Bell with capturing 20 percent of the market of Toronto Downtown area; Whereas, the other fast food chains holds only with 10, 8, 7 percentage of market. Therefore, this shows that Mc Donalds is one of the favourite fast food chains of Students as well as Downtown public.

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Limitation and Risks

Although this study has kept all the procedures and process of an optimal marketing research project there are some limitations that can come from potential sources of error like random sampling errors, that occurs because the particular sample is an imperfect representation of the population of interest, and non-sampling errors that can be attributed to sources other than sampling (random or non-random), like errors in the problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis In this particular case, the survey was designed and developed for investigating a wide range of concerns that Wendys has about their competitors, customers patronage preferences, customers demographic profiles but not precisely and specifically answer the marketing research problem defined in this study. Thats why the conclusions have that limitation; however they continue to be statistically valid.

CONCLUSION

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Wendys is unique when compared to other fast food chains. It is well known for its quality products since they dont use frozen beef or mass producing food. Wendys uses high quality New Zealand beef with no preservatives or fillers. Most of the consumers prefer Wendys because they consider it to be much healthier than the other fast food chains. Wendys offer more choices when compared to others. They use social media in order to stay connected with the customers. It is the first fast food chain to launch online orders. They are planning to remodel their stores which involve lounge seating with fireplaces so that customers can stay longer. It's the first to offer a Salad Bar, Hot-Stuffed Baked Potatoes and sugar free iced tea. Wendy's also offers convenience packed freshly made salads to go. It's the first to offer a 24-hour food service with an on-call 24-hour delivery service. Its the first fast food chain to sign a Memorandum of Agreement with DOH in support of DOHs Healthy Lifestyle Campaign.

FUTURE recommendation
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Wendys although being a successful fast food chain need to take adequate steps in order to face the future challenges. The reformulation of their signature sandwich may create some problems which should be dealt with new and better products. They should introduce new offers and variety of products in order to deal with the competition from its rivals. Wendys should create some health awareness programs and events in order to get closer with the public instead of completely focusing upon social media marketing. They could also launch some products which are of lesser price thus attracting more consumers. Wendys also need to concentrate on new types of salad and other healthy products which are focused on women and people who is concerned about health. They need to launch new mobile applications, in order to keep track of customer feedbacks, to order food, locate stores and quick access to the menu and price. Wendys should improvise the total ambience and features of the store so that customers spend more time in their stores.

REFERENCES

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www.aboutwendys.com www.burgerbusiness.com www.nrn.com www.wikipedia.org www.dailyfinance.com

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