EX-99.4 5 d373870dex994.htm EX-99.4 EX-99.4
ABIGAIL
PRINGLE
SVP, STRATEGIC INITIATIVES AND PLANNING
Exhibit 99.4

The Wendy’s Company
System Optimization
System Optimization
Financial Management
Financial Management
Restaurant Utilization
& Daypart Expansion
Global Growth
Global Growth
New Restaurant Development
Image / Experience Activation
Image / Experience Activation
North America Same-Store Sales Growth
North America Same-Store Sales Growth
The Wendy’s Company

The Wendy’s Company
IMAGE ACTIVATION UPDATE
Importance of PLACE
in our Recipe to Win
What is Image Activation –
Wendy’s Approach
Prototype Performance
Activation Strategy & System Adoption
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Consumer Choices
New QSRs
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The Wendy’s Company
Consumer Choices
Traditional QSRs
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The Wendy’s Company
Consumer Expectations
Stand Out
Relevant
Popular Choice
The Wendy’s Company

Image Activation…
makes everything else work better
The Wendy’s Company

Image Activation…
is more than a remodel…
It is a BRAND REVITALIZATION…
It is…
“A CUT ABOVE”
CUSTOMER EXPERIENCE
The Wendy’s Company

The Wendy’s Company
WENDY’S IMAGE ACTIVATION
“A Cut Above”
Customer Experience
MODERN FACILITY
“A”
LEVEL OPERATIONS
CONTEMPORARY UNIFORMS
MENUBOARDS & PACKAGING
5-STAR ATHLETES
BRAND LOGO
SIGNAGE
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The Wendy’s Company
PITTSBURGH (2)
COLUMBUS (2)
VIRGINIA BEACH (2)
PHOENIX (2)
TORONTO (2)

The Wendy’s Company
PROTOTYPE PERFORMANCE
Consumer
Insights
on
Restaurant
Design
–
Exterior
Consumer
Insights
on
Restaurant
Design
–
Exterior
All Four Exterior Designs Are Strong Performers,
Two Rise To Top
Modern,
not your typical QSR
Raised
expectations
for
the
interior
experience
and
food
quality
Patios
and
prominent
landscaping
signal
fresh,
high quality food

The Wendy’s Company
PROTOTYPE PERFORMANCE
Top Designs
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ULTRA MODERN
URBAN

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All Interiors are a “WOW”
customer
experience
Welcoming, positive ambiance –
fireplaces, lounge seating, TVs
WiFi and Digital Menuboards
Seating variety and configuration,
booths are most popular
PROTOTYPE PERFORMANCE
Consumer Insights –
Restaurant Design
The Wendy’s Company

The Wendy’s Company
PROTOTYPE PERFORMANCE
Consumer Insights –
Restaurant Design
Consumer Insights –
Restaurant Design
Food Forward Experience Elevates Brand Quality
Redhead Roasters & Bakery
Self-Serve Drinks
Pick-Up Area
The Wendy’s Company

The Wendy’s Company
Restaurant designs have to be more than eye appeal
Create a lasting impression to build return visits
The total customer experience must be “A Cut Above”
Elevating standards for restaurant teams
Every single detail is important…from customer service
to cleaning the floor
PROTOTYPE PERFORMANCE
Consumer Insights –
Customer Experience
The Wendy’s Company

The Wendy’s Company
The Wendy’s Company
This is unlike any
Wendy’s I’ve seen!
Love the style,
lighting, colors!
I must commend everyone
that works at this location.
I don’t get this type of
attention in other fast
food restaurants.
We were pleased with the
friendliness of everyone we talked
to, from the person who took our
order and especially a young lady
named Ashley who checked on us
several times in the dining room.

The Wendy’s Company
Incremental sales across all dayparts
and product categories
Sales driven primarily by growth in transactions –
both new customers and repeat customers
Sustaining sales levels over time
PROTOTYPE PERFORMANCE
Sales Performance –
Post Remodel
Reflects results at 8 U.S. restaurants.  Open between 4-11 months.
Exceeding
our target of 25%
incremental
sales
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The Wendy’s Company
U.S. Sales Lift by Channel
PROTOTYPE PERFORMANCE TRENDS
Sales Performance –
Post Remodel
Sales Performance –
Post Remodel
Reflects results at 8 U.S. restaurants.  Open between 4-11 months.
The Wendy’s Company
43%
14%
44%
-
Carry Out
PUW
Dine
In

The Wendy’s Company
The Wendy’s Company

The Wendy’s Company
Production Design Development
Maintained Critical Customer Elements
Reduced Cost by ~35%
Targeting ~$650-700K
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PROTOTYPE
PRODUCTION

The Wendy’s Company
All 2012 remodels and
most new builds
Opening at “A Cut Above”
Majority are Ultra Modern
and Urban
Production Design Plan
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Inline Design

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TIERED DESIGN STRATEGY
Ultra Modern Inspiration
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TIER I
TIER II
TIER III

The Wendy’s Company
TIERED DESIGN STRATEGY
TIER (Ultra Modern)
COST
Prototype
$1.2M (Actual)
Production -
Tier I
$650-700K (Est.)
Tier II
$500K (Est.)
Tier III
$300K (Est.)
Critical to System Adoption and Achieving Expected Returns
Estimates based on Company’s current outlook; Excludes maintenance and other costs
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Market & Site Planning Critical To Success
EVALUATE
EVALUATE
RESTAURANT
RESTAURANT
SPECIFIC
SPECIFIC
CRITERIA
CRITERIA
Trade Area
Site Quality
Competitive Intensity
AUVs
Other
EVALUATE STRATEGIC
EVALUATE STRATEGIC
INITIATIVES OR ACTIONS
INITIATIVES OR ACTIONS
Image Activation Tier
Relocate/Rebuild
Breakfast
24 Hours
Other
DMA PLAN
DMA PLAN
Restaurant
Action
Plan

The Wendy’s Company
WHAT IS CRITICAL FOR SUCCESS
Franchisee Partnership
Image Activation Franchise Taskforce
Franchise Leadership Committees
Franchise
Participation
–
Select
Early
Adopters
System Adoption
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The Wendy’s Company
The Wendy’s Company
Design Release –
Franchise Participation
Planned System Release Timing
Tier I
Tier I
Available Q4 2012
Available Q4 2012
Tier II-III
Tier II-III
Available 2013
Available 2013

THIS IS OUR FUTURE
The Wendy’s Company