---
title: "QSR Magazine: Wendy's Sets its Compass for Fast-Food Burger Domination"
url: https://burnaze.com/article/b0387a8f-91ec-4d05-aea9-df61a69e4e7a
source: "1851 Franchise"
original_url: https://1851franchise.com/qsr-magazine-wendys-sets-its-compass-for-fast-food-burger-domination-2705702
category: "Burger"
industry: "Restaurants"
segment: "Burger"
published: 2018-02-26T22:17:01.000Z
modified: 2026-11-01T02:51:41.720Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/89fe32f4cf0464002a65373636dfd9f73525.jpg
---

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

**TL;DR:** Wendy's has unveiled a three-year plan to claim a leadership spot in the quick service category through innovation and value. The brand will utilize technology, such as kiosks and a partnership with DoorDash, and focus on value to appeal to consumers.

*originally published in 1851 Franchise on 2018-02-26. [Read the original](https://1851franchise.com/qsr-magazine-wendys-sets-its-compass-for-fast-food-burger-domination-2705702).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- unit expansion (topic)
- menu pricing (topic)
- QSR Magazine (publication)
- Wendy's (company)
- DoorDash (company)
- innovation (topic)
- Todd Penegor (person)
- franchise flip (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/qsr-magazine-wendys-sets-its-compass-for-fast-food-burger-domination-2705702). Summarized by Burnaze (https://burnaze.com/article/b0387a8f-91ec-4d05-aea9-df61a69e4e7a).