QSR Magazine: Wendy's Sets its Compass for Fast-Food Burger Domination

Wendy's has unveiled a three-year plan for embracing innovation and claiming a leadership spot in the quick service category. According to a recent article in QSR Magazine , the brand will utilize technology and tap into value in order to appeal to consumers.

One way that the brand has chosen to integrate technology into its system is through the addition of kiosks for ordering. CEO Todd Penegor says the decision has been hugely beneficial in the sense that it has provided "the opportunity for incremental throughput during busier day-parts; higher-average checks; and an ability to leverage labor costs.”

The kiosks are not the only technological advancement that the brand has embraced. Wendy's has also partnered with DoorDash in order to provide delivery options for consumers. The brand noted that this initiative has been successful in driving sales, especially in later hours of the day.

The other area where Wendy's will focus its attention is value . On this topic, Penegor says, "Offers like the 4 for $4 and other price pointed deals are important, but we also have to be focused on making sure all prices across the menu are reasonable, and we are working hard with our franchisees on this topic day-in and day-out."

The brand has also been implementing what it refers to as 'Franchise Flip' system, where unit ownership transfers from franchisee to franchisee. The process is designed to ensure locations are in the hands of investors dedicated to long-term growth. Wendy's plans to facilitate 200 of these transfers within the year.