Now the country's No. 2 burger chain, Wendy's knows it pays to try harder, and so it has adopted a re-energizing makeover that includes a new, contemporary logo of its iconic pig-tailed redheaded girl which has successfully branded the fast food company for more than 40 years.
The company announced the new look will be a solid red-on-white image that emphasizes the Wendy cameo while retaining the familiar Wendy’s “wave” design, accompanied by the tagline "Quality is our Recipe."
In the announcement, Emil Brolick, president and chief executive officer says:
"Wendy's brand transformation is re-energizing all of our touch points with consumers. We're transforming our brand – from bold restaurant designs to innovative food that consumers want, to improved customer service."
"This exciting evolution of our brand reinforces our mission to position Wendy's as A Cut Above. Every brand evolves over time to maintain relevance with consumers. We're transforming our brand to signal a new dynamic company that's listening and responding to consumer needs."
The new logo, which the fast food chain hopes will re-energize consumers while generating discussions on social media websites, will over the course of the year be used in new Wendy's advertisements, product packaging, crew uniforms, new restaurant signage, menu boards, and digital assets.
"Every brand evolves over time to maintain relevance with consumers," said Craig Bahner, chief marketing officer. "We’re transforming our brand to signal a new dynamic company that’s listening and responding to consumer needs."
Despite having fewer locations than Burger King, Wendy's overtook the fast food giant in 2011 with sales of $8.5 billion.
Wendy's, which describes itself as the world's third-largest quick-service hamburger company on its website, has more than 6,500 franchises in 27 countries around the world.
The leading global fast-food retailer remains McDonald's, which continues to dominate the market with more than 34,000 locations serving approximately 69 million customers in 119 countries each day, according to its website.
In mid-January, McDonald's unveiled new packaging designs on several of its product lines, such as it carry-out bags and fountain beverage cups, which "is designed to engage with customers in relevant ways and celebrate our brand," said Kevin Newell, McDonald's chief brand officer.
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