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Wendy's rolls out new logo systemwide

Move is part of a larger branding overhaul that includes restaurant remodels

A new Wendy’s logo will appear in all advertising and messaging beginning Monday as part of a branding overhaul that includes more remodeled restaurants, new packaging and new crew uniforms, parent company The Wendy’s Co. said Thursday.

The Dublin, Ohio-based chain’s updated logo — which still includes a portrait of redheaded Wendy Thomas, daughter of founder Dave Thomas — will appear in commercials, on packaging and crew uniforms, and in new restaurant signage, menu boards and digital assets starting Feb. 25.

Chief marketing officer Craig Bahner previewed the new logo with Nation’s Restaurant News last October, along with several other initiatives. Most notably, its Image Activation prototype for remodels and new restaurants aims to elevate Wendy’s positioning more toward fast-casual competitors.

Wendy's logo
A look at the evolution of the Wendy's logo over the years.

“Wendy’s brand transformation is re-energizing all of our touch points with consumers,” chief executive Emil Brolick said in a statement. “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.’”

New packaging, cups and bags will debut systemwide in March, while contemporary new crew uniforms will start rolling out to North American restaurants in June. All uniforms will be replaced within one year, Wendy’s said.

Wendy’s also reaffirmed plans for its Image Activation program, as the chain disclosed in its third-quarter earnings call last November. The company is moving forward with remodels, designed with San Francisco-based firm Tesser, for 100 company-owned restaurants and 100 franchised locations. Last year, Wendy's saw an average lift of more than 25 percent in the average unit volumes of prototypes opened in 2011.

This week the company said that its goal is to remodel 50 percent of company-owned restaurants in North America by the end of 2015. Wendy’s disclosed earlier that it expects to open 25 newly built Image Activation restaurants in 2013, with franchisees expected to open about 40 updated restaurants.

The “ultra-modern” prototype features digital menu boards and signage, flat-screen TVs, fireplaces and a Wi-Fi bar to promote more time spent in the dining rooms.

At the beginning of 2013, Wendy’s also introduced a new value menu, called Right Price Right Size.

The Wendy’s Co. will report fourth-quarter and full-year earnings on Feb. 28. The company operates or franchises more than 6,500 quick-service restaurants in the United States and 26 foreign markets.

Contact Mark Brandau at [email protected].
Follow him on Twitter: @Mark_from_NRN

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