admin Wendy’s has unveiled Project Fresh, a bold initiative designed to accelerate global brand growth and enhance profitability. The strategy aims to modernize operations, improve customer experiences, and create long-term value for franchisees, employees, and shareholders alike. At its core, Project Fresh focuses on four pillars: brand revitalization, system optimization, operational excellence, and capital reallocation.
Central to the plan is the “One Wendy’s” approach, which promotes collaboration across all teams. Interim CEO and CFO Ken Cook emphasizes that unifying efforts will strengthen restaurant performance and redefine customer experiences. Consequently, franchisees can achieve higher profitability, employees gain better support, and guests enjoy superior service.
Brand revitalization forms the foundation of Project Fresh. Wendy’s has enlisted Creed UnCo, led by Greg Creed, to refine marketing strategies and sharpen customer targeting. By leveraging data-driven insights, the brand aims to resonate with younger audiences while honoring its legacy of quality, authenticity, and innovation. This approach ensures marketing efforts remain relevant and compelling across global markets.
Simultaneously, system optimization will drive efficiency both domestically and internationally. In the United States, Wendy’s will focus on labor management, optimized operating hours, and increasing average unit volumes. Internationally, the company will deploy capital strategically to sustain growth momentum and expand into new markets. Insights from company-operated restaurants will guide franchisees toward higher profitability, creating a stronger, more connected system.
Operational excellence will enhance the in-restaurant experience. Investments in digital technology, updated equipment, simplified processes, and improved staff training will make operations smoother. As a result, teams work efficiently while guests enjoy faster, higher-quality service, reinforcing Wendy’s reputation for hospitality and consistency.
Finally, capital reallocation will shift resources from the Build to Suit program toward technology and marketing initiatives. Wendy’s expects to reduce spending by $20 million in 2025 and redirect funds to areas that directly support growth. Despite these changes, dividends will remain intact, supported by robust free cash flow.
Meanwhile, Wendy’s continues its search for a permanent CEO. A global executive search firm is evaluating internal and external candidates to secure the strongest leadership. The company expects to finalize this process by year-end.
With Project Fresh, Wendy’s is taking decisive steps to modernize its operations, reignite its brand, and strengthen global presence. By blending innovation, efficiency, and strategic investment, the chain aims to deliver exceptional value to customers, franchisees, and shareholders alike.
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