Wendy’s unveils brand revitalisation strategy Project Fresh

Core Insights - Wendy's has launched Project Fresh to enhance brand relevance and profitability across its restaurant network [1][2] - The initiative focuses on four main priorities: brand revitalization, system optimization, operational efficiency, and capital reallocation [1] Marketing and Strategy - The company aims to improve its marketing strategy, restaurant productivity, and operational standards while reallocating capital for profitable growth [2] - Consultant Creed UnCo, led by former Taco Bell CEO Greg Creed, will assist in the marketing transformation using data-driven customer segmentation [3] Operational Improvements - Wendy's plans to adjust labor models and operating hours, enhance in-store performance through digital tools and staff training, and improve overall restaurant efficiency [4] - The company will reduce investment in its Build to Suit program by $20 million in 2025, with further reductions planned for 2026, reallocating funds to technology and marketing initiatives [4] Leadership and Future Plans - The interim CEO and CFO, Ken Cook, emphasized the importance of quality, authenticity, and innovation in Wendy's brand, stating that Project Fresh aims to strengthen the foundation and modernize customer experience [5] - The board is actively searching for a permanent CEO, with the recruitment process expected to conclude by the end of 2025 [5] Upcoming Updates - Further updates on Project Fresh will be provided during Wendy's third-quarter results presentation scheduled for November 7, 2025 [6]