COMPANY PROFILE

International fast food chain restaurant

Founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States
World's third largest hamburger fast food chain with approximately 6,650 locations

Wendy's menu consists primarily of hamburgers, chicken sandwiches, french fries and beverages

Wendys : um..yummy

MARKET ANALYSIS

In the past 5 years, the Fast Food Restaurant industry has grown more than 3.2 percent average per year McDonalds is the largest fast food restaurant chain in the US and Canada, with the 23 percent of the market share. Wendy's owns a 14% market share of the fast food

STRENGTH
global brand strong management atmosphere

WEAKNESS
breakfast menu problem

SWOT ANALYSIS OPPORTUNITY

healthy menu global opportunity

THREAT
increasing beef price competition

RESEARCH OBJECTIVES

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?

RESEARCH METHODS

Qualitative research method Mall intercept survey The elements of the Target Population are adult males and females as Elements Non-probability sampling technique

Results From Data Analysis

When you want to have a meal in a fast food restaurant, will Wendys come to your mind as the first choice?
Customers Choice
4.5 4 3.5 3 2.5 2

1.5
1 0.5 0 Mc Donalds Wendy's Subway Pizza Hut KFC Burger King Others

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

Favourite fast food restaurant
40 35 30 25 20 15 10 5 0

What type of the promotion you think is using by Wendys to increase the rate of profit?
Promos
50 45 40 35 30 25 20 15 10 5 0 Lunch Breakfast Happy Meal Desserts

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

Time preference
40 35 30

25
20 15 10 5 0 Breakfast Lunch Dinner Desserts Snacks

Which type of Wendys promotional advertising catch your eye?*

Media
70 60 50 40 30 20

10
0 Internet Newspaper Billboards Posters Magazines TV

Does the Wendys advertising influence you?

YES NO

What do you think about healthy eating at Wendys Restaurant?

GOOD IDEA BAD IDEA

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

Yes

No

What is the main reason(s) for you to patronize Wendys

Patronize Wendys ?
16 14 12 10 8 6 4 2

0
food atmosphere convenience price gifts wi-fi

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

Money Spend

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

If you chose Wendys, which aspect attracts you the most?

Main attraction
16 14 12

10
8 6 4 2 0

Advertising

taste

enviornment

speed

food

What is your evaluation for Wendys?

Customer Evaluation
16 14 12 10 8 6 4 2 0 Packaging Advertising consumer Preference speed Quality

Is the unlimited re-fill of drinks, Delivery and Drive through service in Wendys easy and advantages as compared to the other similar fast food restaurants?

Yes No

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

Gender?

Male Female

Age?

Below 18 18-25 25-30 Above 30

Monthly income/ allowance.

0-$1000

$1000-2000
$2000-4000 Above $4000

Occupation*

Students Executive Public Sector Worker Self employed House Wife others

OBJECTIVE RESULTS

RESULT 1
Lot of people in 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.

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Wendys Other food chains

RESULT 2
Wendy's is positioned good in the minds of majority of people

Public Opinion

70

60
50 40 30 20 10 0 BAD POSITION GOOD POSITION

RESULT 3

Mc Donalds owes the majority of market share counting 40% Wendy's stand second

Product Preference

Mc Donald Wendys Burger King Dominos KFC Taco bell

LIMITATION AND RISKS

Random Sampling error Questionnaire design Data preparation and analysis

FUTURE RECOMMENDATION

Need to take adequate steps in order to face the future challenges They should introduce new offers and variety of products in order to deal with the competition from its rivals. 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.

CONCLUSION

Wendys is unique when compared to other fast food chains. It is well known for its quality products. they dont use frozen beef or mass producing food. 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 24-hour food service with an oncall 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.

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