Wendy’s unveils brand revitalisation strategy Project Fresh

Wendy’s has announced Project Fresh, a programme designed to improve brand relevance and boost profitability across its restaurant network. Centred on four priorities — brand revitalisation, system optimisation, operational efficiency and capital reallocation — the initiative aims to reinforce the US-based fast food restaurant chain’s market position. The company will focus on improving marketing strategy, restaurant productivity and operational standards, while reallocating capital to support profitable ...