n the quick-service restaurant (QSR) category,
top-of-mind brands maintain success. When
hunger strikes, the consumer thinks and acts
fast. Dublin, Ohio-based Wendy’s International
Inc. has spent more than three years under selfexamination
in an effort to understand its customer
and revitalize its brand. Its commitment to
fresh food is unwavering, as is its devotion to key
traditions within Wendy’s brand history. Still, times
are changing, and Wendy’s is also committed to its
evolving customers. For its dedicated patrons, as
well as a new generation awaiting an introduction,
Wendy’s is redefining its QSR experience.
“In the quick-service
industry, you have to be top of mind to remain relevant,” says Denny
Lynch, a spokesperson for Wendy’s. “Our food
was good, our operations were good—but we
needed to be current.”
The company conducted extensive research to
uncover important operational data and consumer
input, and weigh financial implications. From
there, four restaurant prototypes emerged that received
positive feedback. Wendy’s decided to simultaneously
implement all four prototypes in regions
across the country to truly measure customer response
and evaluate the practicality, functionality
and operational efficiency of the designs.
“All of the designs come from a common
design strategy,” describes Trè Musco, president and chief
creative officer of San Francisco-based Tesser,
which led the creation of the Wendy’s design strategy
and the four prototypes. “All of the buildings
push the brand forward and highlight the quality
of the food, while staying true to the important
brand values. We had to move Wendy’s forward
with a contemporary edge without leaving the
quality and tradition behind.”
While each prototype explores unique elements,
a few fundamental changes occurred
across all of the test locations. In order to guide
how people move through the space, Wendy’s
now creates a queue on one side of the restaurant
that moves patrons through a process of “order,
food preparation and pay,” from left to right. Preview
menu boards help customers relax during
the ordering process and encourage them to try
new things. Lounges with fireplaces and Wi-Fi
bars with plug-in capabilities add a new element
to the design. Seating options include a variety
of high and low tables, more booths and even a
family-size booth.
“The challenge was how to develop these
changes into a remodeling package that makes a
big enough impact,” Musco says. “There has to
be a balance between too much to afford and too
little to notice.”
The new prototype formats include UltraModern,
Contemporary, Urban and Traditional, each
of which explores a variety of design details, material
selections and graphic packages. With each
in place, the analysis will continue until the right
combination emerges for a final design.
“The consumers have noticed the four prototypes;
they have attracted their attention,” Lynch
says. “The designs have done what they were
intended to do. Now, we need enough time to
measure the reaction and feedback before we can
make prudent decisions on what components go
forward and what do not. All aspects won’t go into
the future design, only what resonates the most.”