EX-99.6 7 d373870dex996.htm EX-99.6 EX-99.6
CRAIG
BAHNER
CHIEF MARKETING OFFICER
Exhibit 99.6

Accelerating
North America
Sales

The Wendy’s Company
EARLY OBSERVATIONS
Great consumer brand
Built on foundation of quality
Talented leaders in key roles
Experienced and passionate franchisee base
Growth pyramid is solid
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

1.
Drive Customer Visits AND Build The Brand
“Transaction+”
2.
Build The Product Pipeline
“What”
and “How”
3.
Drive Key Occasions & Target Opportunities
More customer visits, more often
4.
Get The Price/Value Equation Right
Drive value and margins
5.
Explode Digital
Lead and win
KEY BUILDING BLOCKS FOR ACCELERATED GROWTH

1.
Drive Customer Visits AND Build The Brand
“Transaction+”
2.
Build The Product Pipeline
“What”
and “How”
3.
Drive Key Occasions & Target Opportunities
More customer visits, more often
4.
Get The Price/Value Equation Right
Drive value and margins
5.
Explode Digital
Lead and win
KEY BUILDING BLOCKS FOR ACCELERATED GROWTH

The Wendy’s Company
BUILD CUSTOMER VISITS & BUILD THE BRAND

BUILD CUSTOMER VISITS & BUILD THE BRAND
The Wendy’s Company

The Wendy’s Company
BUILD CUSTOMER VISITS & BUILD THE BRAND

BIG IDEA, HOLISTICALLY ACTIVATED

BUSINESS RESULTS
Past 12
Months
April 2012
Average Weekly Units +17%
Past 12
Months
April 2012
Product Mix +18%
PREMIUM CHICKEN SANDWICHES

BUILDING EQUITY & RELEVANCE
“I think they dovetail pretty well because you have the Red ad telling you
they are making new products…
then, you have Wendy saying
everything is fresh; we really care about you.”
Brand Offering
Brand Promise
Family
values
Quality/
Fresh
Better
choices
New
products
Source: Focusvision Market Research, Chicago, May 16, 2012

BUILDING EQUITY
Overall Best QSR
154
Fresh Ingredients
168
High Quality
164
80 to 120 average range
80 to 120 average range
120
124
112
Source: Ameritest

#definingmoment
About to settle on tacos but
seeing a Wendy's sign in the far distance instead.
Excitement
level:
Maxed!
@Wendys
The spicy guacamole chicken club is freaking
amazing!
#DefiningMoment
#DefiningMoment Love the new Wendy’s girl!
OMG, love the new spicy chicken guac from Wendy’s!
#definingmoment
April, 2012
DRIVING RELEVANCE

whoisthathotadgirl.tumblr.com
@thathotadgirl
commercialsociety.wordpress.com
burgerbusiness.com
http://notrightn0w.tumblr.com
http://terrysexyli.tumblr.com
April, 2012
DRIVING RELEVANCE

The Wendy’s Company
BUILD CUSTOMER VISITS & BUILD THE BRAND

1.
Drive Customer Visits AND Build The Brand
“Transaction+”
2.
Build The Product Pipeline
“What”
and “How”
3.
Drive Key Occasions & Target Opportunities
More customer visits, more often
4.
Get The Price/Value Equation Right
Drive value and margins
5.
Explode Digital
Lead and win
KEY BUILDING BLOCKS FOR ACCELERATED GROWTH

OUR                  INNOVATION CRITERIA
Ownable
Ownable
Compelling
Compelling
Distinctive
Distinctive

The Wendy’s Company
PIPELINE PRINCIPLES
1.
Consumer-led
2.
Brand strategy driven
3.
Value creating

Core Menu
Promotional Products
Step-Change
Cost
INNOVATION STRATEGY

BRINGING THE INNOVATION STRATEGY TO LIFE
CONSUMER
BRAND
VALUE CREATION
Core
Existing
Relevant, Current
Base Proposition

BRINGING THE INNOVATION STRATEGY TO LIFE
CONSUMER
BRAND
VALUE CREATION
Core
Existing
Relevant, Current
Base Proposition
Promotional
Extends reach to
Distinctivity
Leverage existing assets/
new customers
capabilities

The Wendy’s Company
BRINGING THE INNOVATION STRATEGY TO LIFE
CONSUMER
BRAND
VALUE CREATION
Core
Existing
Relevant, Current
Base Proposition
Promotional
Extends reach to
Distinctivity
Leverage existing assets/
new customers
capabilities
Step-change
Opens new market
Concept defining
Creates new value stream
segments

The Wendy’s Company
BRINGING THE INNOVATION STRATEGY TO LIFE
CONSUMER
BRAND
VALUE CREATION
Core
Existing
Relevant, Current
Base Proposition
Promotional
Extends reach to
Distinctivity
Leverage existing assets/
new customers
capabilities
Step-change
Opens new market
Concept defining
Creates new value stream
segments
Cost
New QSR quality at
Perceived quality/
Enables investment in
QSR price
value
innovation and service
The Wendy’s Company

The Wendy’s Company
A DISCIPLINED AND SYSTEMIC
APPROACH TO INNOVATION
Improve key innovation processes
24-36 month masterplan
Stage Gate Process
“Three Green”
Decision Criteria
Portfolio analysis
Process and Discipline Creates Reliable, Consistent Results

The Wendy’s Company
CONSUMER/IDEA-LED INNOVATION
INNOVATION
INNOVATION
CONSUMER
INSIGHTS
PRODUCT
DEVELOPMENT
OPERATIONS
BRAND

1.
Drive Customer Visits AND Build The Brand
“Transaction+”
2.
Build The Product Pipeline
“What”
and “How”
3.
Drive Key Occasions & Target Opportunities
More customer visits, more often
4.
Get The Price/Value Equation Right
Drive value and margins
5.
Explode Digital
Lead and win
KEY BUILDING BLOCKS FOR ACCELERATED GROWTH

The Wendy’s Company
DRIVE KEY OCCASIONS & TARGET OPPORTUNITIES

The Wendy’s Company
Wendy’s Incidence vs. Hamburger QSR
(1.5)
(1.3)
(1.9)
(1.8)
2.3
Source: NPD Group / CREST YE April 2012 excluding morning meal
WENDY’S ISN’T CAPTURING FAIR SHARE OF BEVERAGES

The Wendy’s Company
BEVERAGES AS AN OCCASION DRIVER
Competitive Parity
Competitive Advantage
Base (CSD’s, water, milk)
Expected
(Iced Tea, Coffee)
Enhanced
Experience
Traffic
Driver
Specialty Coffee, Flavored
Teas, Natural Lemonade
Frozen Beverages, Iced Tea
Varietals, Other New Categories

The Wendy’s Company
REDHEAD ROASTERS
TM

SIGNATURE LEMONADE

LATE NIGHT MARKETING SUPPORT

LATE NIGHT BUSINESS IS GROWING
Data
based
on
Late
Night
launch
5/28/12
through
6/24/12
compared
to
same
weeks
in
2011
+10%
+10%
NATIONALLY
NATIONALLY

The Wendy’s Company
WENDY’S IS UNDERDEVELOPED
AMONG HISPANICS
Non-Hispanic
Hispanic
Hamburger
Hamburger
Category
Category
Source: NPD Group / CREST Hispanic Study, 2011
=  21%
= 13%
Of Traffic
Of Traffic

The Wendy’s Company
A CULTURALLY RELEVANT IDEA

The Wendy’s Company
BROUGHT TO LIFE HOLISTICALLY

HISPANIC-AREA
RESTAURANTS LEADING GROWTH
Essbase Internal Sales data Company Locations
-0.3pts
+1.7pts
+0.8pts
+1.1pts
+2.0pts
The Wendy’s Company

1.
Drive Customer Visits AND Build The Brand
“Transaction+”
2.
Build The Product Pipeline
“What”
and “How”
3.
Drive Key Occasions & Target Opportunities
More customer visits, more often
4.
Get The Price/Value Equation Right
Drive value and margins
5.
Explode Digital
Lead and win
KEY BUILDING BLOCKS FOR ACCELERATED GROWTH

NOT CONSISTENTLY EXECUTING 99¢
PRICING
Avg. of Franchise Stores That Have Taken Price > 99¢
16%
49%
46%
65%
39%
39%
21%
15%
5%
7%
% Fr. Stores
> 99¢
99¢
The Wendy’s Company

MY 99¢
EVERYDAY VALUE MENU
Cheesy Cheddarburger
99¢
Monterey Ranch Crispy Chicken Sandwich
99¢
Jr. Cheeseburger Deluxe
99¢
Crispy Chicken Caesar Wrap
99¢
5-pc Spicy Chicken Nuggets
99¢
Value Natural-cut Fries w/Sea Salt
99¢
Small Frosty
99¢
Value Drink
99¢
OTHER GREAT VALUES
Jr. Bacon Cheeseburger
$1.59
Double Stack
$1.79
5-pc Crispy Chicken Nuggets
$1.39
Go Wraps (Spicy, Homestyle, Grilled)
$1.59
Sour Cream & Chives Baked Potato
$1.29
PHASE 1 VALUE TEST
CURRENT VALUE MENU
Simplified
Value Menu
Maintained 6 Core
99¢
items
Customers can build a
meal from 99¢
items
Tiered pricing on
balance of items
under $2

The Wendy’s Company
VALUE MENU TEST UPDATE
Phase I Test
Grew sales & margins
Phase II Test
Fine-tuning menu & pricing changes
Re-branded Value Menu

The Wendy’s Company
DESIRED OUTCOMES
Greater System alignment
Reliable, predictable customer
experience
Enables consumer value messaging

The Wendy’s Company
OPTIMIZING PRICING
Pricing Optimization Software to model
pricing scenarios to maximize sales and profits
Test learnings:  Saw growth in sales, gross margin,
transactions, and average check.
Re-optimizing test markets; expansion Q1 2013

1.
Drive Customer Visits AND Build The Brand
“Transaction+”
2.
Build The Product Pipeline
“What”
and “How”
3.
Drive Key Occasions & Target Opportunities
More customer visits, more often
4.
Get The Price/Value Equation Right
Drive value and margins
5.
Explode Digital
Lead and win
KEY BUILDING BLOCKS FOR ACCELERATED GROWTH

EXPLODE DIGITAL

The Wendy’s Company
Key Results
1.6m
monthly visitors
1.6m
monthly visitors
4.5m
total followers
4.5m
total followers
68k
followers
68k
followers
2011
Golden Tweet
Award
2011
Golden Tweet
Award

The Wendy’s Company
Key Results
#3 Brand
in social media
#3 Brand
in social media
6
Awards
6
Awards
Fastest growing
food/beverage
search item
Fastest growing
food/beverage
search item

By Channel
The Wendy’s Company

The Wendy’s Company
DIGITAL PATHWAY
Customer service on Social Media
Mobile App launch
Re-launch Wendys.com
Local Digital Marketing
Expand Mobile App functionality

The Wendy’s Company
MOBILE APP
Breakthrough
nutrition
capability
Location finder

DIGITAL PLATFORM
FOR GROWTH
Platform to enable:
Digital coupons
Loyalty programs
Geographic and
psychographic targeting
Mobile Ordering
Mobile Payment

The Wendy’s Company
WRAPPING UP
Growth opportunities are clear
Putting 5-Star talent and capabilities in place
Sense of urgency –
now is the time
Confident we are going to do this