Strategic Management Case Analysis

WENDY’S 2008-2011
STRATEGIC MANAGEMENT CASE ANALYSIS
LILET D. MINA

KEY FACTS:
 Dave Thomas, Columbus, OH
 More than 40 years in history
 5,936 Stores in the US
• 1274 company owned

 709 International Stores in 20 countries
• 376 in Canada o 140 company owned

 3rd largest hamburger fast food chain hamburgers
(never frozen) and Frosty
 Made to order (square) burger and fries, baked potatoes, frosty, chicken sandwiches, chili and salads

KEY DATES
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1969: Dave Thomas opens the first Wendy's restaurant in downtown Columbus, Ohio
1972: Wendy's franchising begins.
1975: First international restaurant opens in Canada.
1976: Wendy's International, Inc. goes public
1977: Company begins national television advertising.
1978: The 1,000th Wendy's opens in Springfield, Tennessee.
1979: Salad bars are added to Wendy's restaurants.
1981: Thomas makes his first appearance as Wendy's advertising spokesperson.
1984: Famous and award-winning "Where's the Beef?" ad campaign is run.
1986: James W. Near becomes president and COO and launches a major reorganization. 1989: Thomas begins another stint as advertising spokesperson; the Super Value Menu debuts. 1995: Wendy's International acquires Tim Horton's, a Canadian coffee and baked goods chain.
1997: The 5,000th Wendy's restaurant opens in Columbus, Ohio.
2002: Dave Thomas dies; Wendy's International acquires a 45 percent stake in Café
Express.
2002: Wendy’s Acquires Baja Fresh
2004: 35th Anniversary of Wendy's
2006 : Wendy’s Spins off Tim Horton’ and Sells Baja Fresh

COMPANY PERSPECTIVES:
Our guiding mission is to deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships. Our organization has a strategic vision focused on these core values:
• Quality: Freshly-made products and superior service are our passion; consistent excellence is our goal.
• Integrity: We keep our promises. All actions are guided by absolute