1) The document summarizes research conducted on consumer awareness, preferences, and perceptions of various fast food brands like Wendy's, McDonald's, Burger King, Subway, and Chick-Fil-A. 2) Key findings include that 14% of participants were aware of Wendy's in an unaided awareness question, consumers see Wendy's as offering better value for a higher price, and an advantage is its healthier options like salads. 3) The implications are that Wendy's should find new ways to position itself without advertising, leverage its value perception, promote its healthy menu, and vary its advertising beyond the successful "Where's the Beef" campaign.

1. 12/14/12
1
FOX MARKETING
CONSULTANTS
Wendy's International, Inc.
1801 Liacouras Walk, One Dave Thomas
Philadelphia, PA Boulevard, Dublin, OH
43017

2. 2
TABLE OF CONTENTS
Section Content Pages
1Background and Objectives 3-4
2Our Approach 5-7
3Key Findings 8
4Detailed Findings 9-27
5Summary of Key Findings 28
6Implications 26

3. 3
BACKGROUND
AND OBJECTIVES

4. 4
BACKGROUND AND
OBJECTIVES
• Understand awareness trial and usage of brands in the
category
• Understand factors that are driving purchase decisions
• Understand positioning opportunities relative to the
competition
• Awareness and impact of television advertising campaign

5. 5
OUR APPROACH

6. OUR APPROACH: 6
RESEARCH OBJECTIVES
Sampling Size 1,638
Interview Method Internet survey using Qualtrics
Screening Criteria Fast food
Time for Survey 15-20 minutes

7. 7
OUR APPROACH
AWARENESS TRIAL AND USAGE
MULTIPLE CHOICE
3, 5 , AND 9 POINT LIKERT SCALES
BRAND RATINGS
5 POINT LIKERT SCALES
ADVERTISING EFFECTIVENESS
MULTIPLE CHOICE
3 POINT LIKERT SCALE
DEMOGRAPHICS
MULTIPLE CHOICE

8. 8
KEY FINDINGS
• Few of the percentages of all of the participants in the
survey were aware of Wendy’s in the “Top of Mind
Unaided Awareness” question. The majority were aware
of McDonalds.
• Consumers view the brand Wendy’s as a “better value for
higher price” brand which is the main driver of purchase.
But Wendy’s needs to reposition because the fast food
market predominantly wants quick and cheap food.
• An advantage that Wendy’s has over its main competitors
is that it offers healthier choices like salads.
• The “Wheres the Beef?” Ad was successful in their
positioning in the consumers mind.

9. 9
DETAILED
FINDINGS

10. 10
UNAIDED AWARENESS
McDonald's 53% 100%
Burger King 6% 89%
Wendy's 14% 87%
Taco Bell 6% 63%
KFC 1% 53%
Arby's 1% 37%
Chick-fil-A 5% 34%
Subway 1% 28%
Checkers 1% 26%
Popeyes 1% 19%
Top of Mind Awareness Total Unaided Awareness
Even though you may have already told us, please check all of
Base Size:1,702 the brands of Fast Food restaurants that you may have
HEARD of.

11. 11
BRANDS CONSIDERED
Brands 0 Brands
3%
5 Brands 6 Brands
7% 13% 1 Brands
4 Brands 34%
12%
3 Brands
2 Brands
16%
15%
Please think of your next purchase of Fast Food. Which of
the following brands would you consider when purchasing
Base Size:1,638

12. FOR THE SCATTER PLOT ON 12
THE FOLLOWING
SLIDE, RESPONDENTS WERE
ASKED THE FOLLOWING
QUESTIONS:
- In the next three months, how likely would you be to buy,
or have someone in your household buy, the following brands
of fast food?(Select one for each brand)
- Please rate your overall satisfaction with each brand below.
You may use any part of the scale below.(Select one for each brand)

13. 13
LIKING VS FUTURE
PURCHASE INTENT
SCATTER PLOT
Top 2 Box Future Purchase Intent
Top 2 Box Future Purchase Intent
60.00%
McDonald’s Subway
50.00%
Wendy’s
40.00% Chick-Fil-A
Taco Bell
30.00% Burger King
Kentucky Fried Chicken
20.00%
Sonic
Arby’s
10.00% Checkers Popeye’s
0.00%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Top 2 Box Overall Liking

14. 14
FOR THE DATA ON THE CHART ON THE
FOLLOWING SLIDE, RESPONDENTS WERE ASKED
THE FOLLOWING QUESTIONS:
-Please think of your next purchase of fast food. Which of the
following brands would you consider when purchasing fast
food?
-Which of the following brands you be most likely to choose
when you next purchase fast food?
-And which of the following brands would be your second
choice when you next buy fast food? That is, if your first
choice were not available.

15. 15
CONSIDERATION, FIRST/SECOND CHOICE
BRANDS
First/Second Choice in Consideration Set
Subway 48%
39%
McDonald's 41%
33% 41%
Wendy's
31% 35%
Chick-Fil-A
29%
Taco Bell 30%
22%
Burger King 23%
12% Consideration
Kentucky Fried Chicken 18%
7% First or Second Choice
Sonic 15%
7% 14%
Arby's
7% 10%
Popeye's
4% 9%
Checkers 4%
0% 10% 20% 30% 40% 50% 60%
Please think of your next purchase Base Size Consideration= 1,776
of fast food. Which of the following Base Size First Choice= 1,721
brands would you consider when Base Size Second Choice= 1,103
purchasing fast food?

16. RESPONDENTS WERE ASKED THE 16
FOLLOWING QUESTIONS WHICH ALLOWED US
TO CREATE A BRAND FUNNEL ON THE NEXT
PAGE…
• Even though you may have already told us, please
check all of the brands of Fast Food that you have
HEARD of.
• Which of the following brands have you used in the
past year?
• Which of the following brands have you used in the
past 3 months?
• Which of the brands that we've discussed today do
you eat REGULARLY?

17. 17
BRAND FUNNEL
73% 82% 57% 55% 57% 74%
58% 73% 63%
39% 52% 47%
29% 27% 50% 54% 65% 42%

18. 18
WENDY’S
ADVERTISEMENT

19. 19
“WHERE’S THE BEEF” AD AWARENESS AND
EFFECTIVENESS.
•First, participants in the survey were shown the “Where’s the Beef”
advertisement on the previous page. They were asked if they recall
seeing the ad. If they did not recall the ad, then they were screened
out to the end of the survey.
• The participants who recalled the ad were then asked what
commercial the brand was for.
•Then they were asked to answer the following questions using a
likert scale:
•The ad said something important to me
•The ad was enjoyable to watch
•The ad made me more interested in the brand
•I'm getting tired of seeing the ad
•The ad made me more likely to consider buying the brand
•The following slide contains our results

20. 20
Wendy’s TV Ad
Advertising Effectiveness (1653)
Breakthrough 56%
Brand Linkage 76%
Advertising Diagnostics (921)
Persuasion
Said something important to me 15.20%
Made me more interested in the brand 22.26%
Was enjoyable to watch 48.10%
Getting tired of seeing this ad 46.8%

21. 21
PERCEPTUAL MAP
THE PERCEPTUAL MAP WAS BASED OFF OF HOW
INDIVIDUALS RATED BRAND ATTRIBUTES BASED OFF A
FIVE POINT LIKERT SCALE.
THE INDIVIDUALS WERE ASKED 20 QUESTIONS IN
WHICH THEY HAD TO AGREE OR DISAGREE WITH THE
STATEMENT
THE DATA WAS CONVERTED INTO A PERCENTAGE AND
THEN PUT INTO A T-TEST MODEL TO TEST FOR
SIGNIFICANCE.
MAP DIAGRAM:
WENDY’S ADVANTAGES ARE ON THE RIGHT
COMPETITOR’S ADVANTAGES ARE ON THE LEFT

22. 22
WENDY’S V. MCDONALDS
Maintain
Serious Competitive
Weakness: Advantage
Try Fixing
Is good for lunch
Is good for breakfast Is a brand I trust
Offers a good variety of Has combo meals I like
desserts Is different than other brands
Has the best french fries Is good for dinner
Has a good selection of Their food is always fresh
Has the best chicken
coffee based drinks sandwiches
Has appropriate meals for Is good value for the money
young children Is good for a late night snack
No
Differences
Has a good value menu Always has a friendly
($1 or 99 cent menu items) atmosphere
The service is always fast Always lets me customize my order Has the best hamburgers
to make it larger or smaller Is a high quality brand
Has a quick drive-thru service Offers a good variety of
Is competitively priced salad options
The restaurant is always
Is environmentally responsible
clean
Is good for an afternoon snack
Potential Potential
Opportunity Opportunity
to improve to improve.

23. 23
WENDY’S V. SUBWAY
Maintain
Serious Competitive
Weakness: Advantage
Try Fixing
Has combo meals that I like
Has the best chicken sandwiches
Is good for lunch
Offers a good variety of desserts
Is a brand I trust Is good value for the money Is good for a late night snack
Is different than other brands
Has the best french fries
Is good for dinner
Has a good selection of coffee based
Their food is always fresh
drinks
Is good for breakfast
Has appropriate meals for young
children
No
Differences
Has a friendly atmosphere Has a good value menu ($1 or 99
Is a high quality brand cent menu items)
Is environmentally Has quick drive thru service
responsible Is good for an afternoon snack
The service is always fast Always lets me customize my order to Offers a good variety of salad
The restaurants always make it larger or smaller options
clean Is competitively priced
Potential Potential
Opportunity Opportunity
to improve to improve.

24. 24
WENDY’S V. CHICK-FIL-A
Maintain
Serious Competitive
Weakness: Advantage
Try Fixing
Is good for lunch Is good for a late night snack
Is a brand I trust
Has combo meals that I like
Is different than other brands Is a good value for the money
Is good for dinner Has a good selection of coffee based
Their food is always fresh drinks
Is good for breakfast
Has the best chicken sandwiches
Offers a good variety of desserts
Has the best french fries
Has appropriate meals for young
children
No
Differences
Always has a friendly Has a good value menu ($1 or 99
atmosphere cent menu items)
Is a high quality brand Has the best hamburgers
Is environmentally Is good for an afternoon snack
responsible Always lets me customize my order to Is competitively priced
The service is always fast make it larger or smaller
The restaurants always Has quick drive thru service
clean Offers a good variety of salad options
Is good for an afternoon
snack
Potential Potential
Opportunity Opportunity
to improve to improve.

25. 25
TO FIGURE OUT THE TOP 2 BOX PERCENTAGE
WE USED STATISTICAL PROCESS SOFTWARE. WE
USED 3 QUESTIONS TO GET FIND OUT RESULTS:
WHICH OF THE FOLLOWING BRANDS HAVE
YOU USED IN THE PAST YEAR?
WHICH OF THE FOLLOWING BRANDS HAVE
YOU USED IN THE PAST 3 MONTHS?
PLEASE RATE YOUR OVERALL PRODUCT
SATISFACTION WITH EACH BRAND BELOW- 5
POINT LIKERT SCALE, VERY SATISFIED TO
VERY DISSATISFIED

26. 26
TOP 2 BOX
SATISFACTION
McDonald's 70.10%
62.80%
Burger King 77.20%
63.70%
Taco Bell 81.10%
70.40%
Wendy's 81.90%
74.60%
Subway 87%
80.20%
Chick-Fil-A 91.60%
85.50%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Past 3 months Users Past Year Users
Base size year= 1,755
Base size 3 months= 1,753

27. 27
DEMOGRAPHICS
Wendy’s McDonald’s Burger King Subway Chick-Fil-A Taco Bell
(Past 3 Months) (Past 3 Months) (Past 3 Months) (Past 3 Months) (Past 3 Months) (Past 3 Months)
% % % % % %
Gender:
Male 45.4 54.5
45.1 51.9 46.3 41.9
Female
54.6 54.9 48.1 53.7 58.1 45.5
Race/Ethnicity: 6 6.4 6.6 5.2 4.8 5.5
Hispanic 75 73.9 75.1
71.8 79.5 77.9
White 12.5 11.5 9
12.8 10.8 8.3
Black 7.5 8.9 8.8 10 6.7 9.7
Asian
5.4 4.8 6.3 5.1 3.9 5.1
Other
Employment:
25.1 24.3 31.9
Full-time 23.4 28.4 24.1
43.5 43.5 42.7
Part-time 43.4 43.1 44.6
Other 31.3 32.3 25.4 33.2 28.4 31.3

28. 28
SUMMARY OF KEY FINDINGS
• 14% of the participants in the survey were aware of Wendy’s
in the “Top of Mind Unaided Awareness” question.
• Consumers view the brand Wendy’s as a “better value for
higher price” brand which is the main driver of purchase
• An advantage that Wendy’s has over its main competitors is
that it offers healthier choices like salads. A disadvantage
that Wendy’s has in relevance to their competitors is their
breakfast selection.
• “Where’s the Beef” was a success because consumers
associated the commercial with Wendy’s, however a strong
portion of the consumers got tired of this ad very quickly

29. 29
IMPLICATIONS
• Wendy’s should try a different technique to position themselves
in the consumer’s mind. They need to create brand equity so
they can be remembered even when they aren’t showing
advertisements.
• Wendy’s needs to take advantage of their position of “high
value for a higher price.” They need to find an incentive for
consumers to be willing to spend that extra dollar.
• A large reason why Wendy’s wins consumers over other brands
is their healthy menu. Their advertisements need to make the
healthy menu appeal to the target market.
• Although “Where’s the Beef” was successful, Wendy’s needs to
keep up on their innovation and have more of a variety of
advertising so that consumers don’t get annoyed with the
brand.

30. THANK YOU FOR YOUR TIME
IF YOU HAVE ANY QUESTIONS REGARDING OUR
ANALYSIS, PLEASE FEEL FREE TO CONTACT ALEX
GRIMBLE, CHRISTIE SEITZ, OR MOLLY MCGOWAN FROM
FOX MARKETING CONSULTANTS FOR A FURTHER
EXPLANATION.