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Wendy’s Breakfast Update

David Karam

President

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Breakfast Program

Near-term Success and Long-term Sustainability

Our strategy

Market test status

Future plans

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QSR Annual Sales - Hamburger

Breakfast Opportunity

~23%of Traffic

$7 bil

Late Night

$42 bil

Core

$13 bil

Breakfast

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Breakfast

QSR Traffic - Breakfast vs. Dinner

Breakfast Opportunity

2002

2009

+13%

Dinner

2002

2009

-8%

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Breakfast - Our Opportunity

—Wendy’s is only major QSR Hamburger
chain not serving breakfast

—AUVs $1.4 million without breakfast

—National implementation of breakfast
can add $140,000-150,000 to AUVs

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Our Strategy

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Most extensive research
in Wendy’s history

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“made fresh for you”

The Real Choice in Breakfast

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—Phase 1 - developing
and testing menu

—Phase 2 - improving profitability
and operations

—Phase 3 - expanding to
additional markets

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Artisan
Egg Sandwich

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Buttermilk
Biscuits

Multi-grain
Tortillas

Sourdough
Panini

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Warm
Oatmeal Bars

Home-style
Potatoes

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100%
Arabica Beans

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Pittsburgh

Kansas City

Phoenix

Shreveport

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Comprehensive
Marketing Approach

TV, Radio, Online, Print & Billboards

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Consumer Validation

2010 Market Test Results

—Overall exceptional ratings from
first-time visitors

—High repurchase intent indicated

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—Sale and transactions up 30-40%

—Identified key demographic and
geographic factors that drive
breakfast sales

Financial Results

2010 Market Test Results

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Wendy’s Breakfast Update

Steve Farrar

Chief Operating Officer

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—Phase 1 - developing
and testing menu

—Phase 2 - improving profitability
and operations

—Phase 3 - expanding to
additional markets

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Phase 2
Improving Profitability
and Operations

—Refining financial model to
heighten breakfast margins

—Codifying operational procedures
for efficiency

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Phase 2
Improving Profitability
and Operations

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—Coffee and other
new products

—Menuboard merchandising
improvements for combos
and beverages

Phase 2
Improving Profitability
and Operations

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Phase 2
Consumer Experience

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—Phase 1 - developing
and testing menu

—Phase 2 - improving profitability
and operations

—Phase 3 - expanding to
additional markets

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2011 Breakfast Expansion Timeline

Q4
2011

Q2
2011

Q3
2011

Q1
2011

2010

1,000

STORES

YE
2011

CONVERT 300 OLD MENU STORES

NEW MENU
LAUNCH

LOUISVILLE &
SAN ANTONIO

ADDITIONAL
MARKETS

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