JOMC 170

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• JOMC 170
• Brand Profile

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Parent Company

• Wendys International, Inc.
• Worlds largest operating and franchising
  company with 9000 total restaurants
• Headquaerter in Dublin, Ohio
• Invested two additional quality brands
• Developing and expanding each year

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Parent Company
Wendys Annual Sales Growth

• 1,280m

• 912

Sources Quality Brands, 2002 Summary Annual
Report to Shareholders, Wendys
International, Inc.
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Brand History

• 1969 The first restaurant opens in Columbus,
  Ohio
• 1976 Receives its first public stock offerings
  on the NASDAQ
• 500th Wendys restaurant expands
  into Toronto, Canada
• 1981 Joins the prestigious roster of public
  companies listed on the NY Stock Exchange
• 1988-1990 Expands internationally
• Opens in Mexico, New
  Zealand,
• Indonesia, Greece, Turkey
• Guatemala

First Wendys Restaurant in Columbus,Ohio
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Brand History

• 1992 The Dave Thomas Foundation for Adoption
  was founded.
• 1995 Wendys Internationl, Inc. merges with Tim
  Hortons,
• a Canadian coffee and fresh baked
  chain.
• 2002 Dave Thomas, Founder of Wendys passed
  away and the nearly 13 year ad campaign that
  he anchored ended
• Wendys
  invested in Café Express, a Houston-
• based
  company and a leader in the emerging
• fast
  casual restaurant segment.

Quality is our Recipe ---Dave Thomas
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Brand Family
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Brand Family

• Coffee and Fresh Baked Goods
• Oakville, Ontario

Fast-Casual, Fresh Mexican Thousand Oaks, CA
Fresh Casual Fresh Italian San Francisco CA
American Bistro Houston,TX
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Brand AdvertisingTarget Audience

• Wendys Brand Positioning
• Casual
• Quick Service Fast Casual
• Restaurant

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Brand AdvertisingTarget Audience

• Wendys focuses on
• Higher Quality
• Quick Service
• Customization
• Fresh

GardenSensations Salads
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Brand AdvertisingTarget Audience

• Dave Thomas was not only conscious about
  restaurant sales, but also how he can relate to
  the community.
• Dave Thomas Foundation for Adoption
• Wendys Championship for Children
• 
  Wendys High School Heisman
• 
  Wendys Three-Tour Challenge
• Golf Tournament

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Advertising Agency Profile

• McCann-Erickson World Group
• 21 billion management company
• formed in September, 1997

Agency totals Revenue( in millions)
2002 2001 chg Worldwide
1,255.5 1,346.1
-6.7 U.S.
344.0 36503 -5.8 Non-U.S.
911.4