Wendy’s Transformation Showing Positive Signs

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Wendy’s marketing campaign and push to transform itself as a higher end hamburger chain is showing some signs of taking hold.

The Dublin, Ohio-based fast food company says a key sales figure rose 3.2 percent in the second quarter, helped by renovated restaurants, new menu items such the Spicy Guacamole Chicken Club sandwich and a new TV ad campaign.  Wendy’s said the boost was driven by increased spending per visit, which is in line with its long-term goal of enticing customers to pay more for higher-quality food. But executives noted in a conference call with investors that the company still has a long road ahead. The turnaround efforts also come at a time when competition is intensifying with McDonald’s and Burger King and the economy remains weak.

To show its commitment to being a higher end fast food chain Wendy’s is investing heavily to give its restaurants a fresher look. By the end of 2015, half of its company-owned locations will be remodeled with an airy new style that features leather chairs, flat-screen TVs and metallic highlights.  After years of lackluster sales and eroding market share, Wendy’s hired Brolick last September and has since been on a mission to revive its business.  What do you think of Wendy’s new look and advertising campaign?

Source News:  MSN Money