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Executive Summary

Wendy’s is an American
International fast-food chain. In this Customer Relationship Management Project, we have presented the Business Case on Wendy’s in which we have provided a
mission statement and product and services offered in term of customer
services. We also observed how they provide products
and services to the external customers by Skip the Dishes concept the just came
up with. After primary research, we performed secondary research based
on customer reviews on the internet. And
also we will be discussing about the various initiative they took to promote
their business and how they are becoming more and more successful. G1 G2 

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Introduction
to Wendy’s

Wendy’s
is an American International fast-food chain. The founder of Wendy’s was Dave
Thomas. It was incorporated on 15
November 1969 in Columbus, Ohio. The headquarters of the company was moved to Dublin, Ohio on 29 January
2006. Wendy’s was the world’s third-largest
hamburgers fast-food chain with 6500+ locations, and they recently opened 500th international restaurant
followed by Burger King and McDonald in 2016. 

Overview of the business

·        
Wendy’s mission statement is “to
deliver superior quality products and services for our customers and
communities through leadership, innovation, and partnerships.”

 

·        
Wendy’s vision statement is “to be
the quality leader in everything we do.”

 

 

Business Description

   Products:
It is a fast food restaurant with a diverse menu mainly consist of Hamburgers,
sandwiches, and sides
that include french fries.  G3 G4 G5 G6 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Services

·        
24 hours’ drive-thru service

·        
Under 3 minutes’ drive-thru order preparation and hand-over.

·        
Under 5 minutes dine-in order
preparation and hand-over.

·        
Quality product and services at affordable prices.

·        
Fresh products.

 

 

 

Introduction of New Product and
Services

·        
Introduction
of Skip the dishes to provide the delivery of the products to customer
door-steps.

·        
As all the major food chains such as
McDonald, Harvey’s and Burger King have corporate with food delivery services
such as Uber-Eats. In the same way,
Wendy’s paired up with the skip the dishes delivery food services.

 

Positioning Statement

o  
Product

o  
place

o  
Price

o  
Promotion

o  
People

o  
Processes

o  
Physical environment

Competitors Analysis

The
Wendy’s is a fast-food restaurant chain and competing in hamburgers, side
salads, chicken sandwiches, French fries.

Direct
competitors

·        
McDonald

·        
Burger King

·        
Harvey’s.

Competitive
forces

The company uses
Porter’s five model

·        
Threat of
New Entrants: There is
always threat from new entrants in any open market industry. Still Threat is
moderate in fast food industry because of huge capital they must invest to gain
national and international reach. And it takes time to grow from small business
to expand all over the country and overseas.

 

·        
Bargaining
Power of Suppliers: Bargaining
power of suppliers is low. Because they are sourcing their raw materials and
food from American farmers and ranchers, they are very smaller in size. They do
not hold significant clout because they are not large businesses.

 

 

·        
Bargaining
Power of Buyers: The bargaining power of customer
is moderately high as customer plays the significant role for any fast food
industry. Each customer is valuable. As other rivals are providing substitute
to their product. So to retain the customers and moderate this pressure Wendy’s
does CSR (Corporate Social Responsibility),their marketing, brand image,
customer service and food quality plays well for them and holds some clout over
the customers.

 

·        
Threat
from Substitute Products: Talking about threat from substitute products for Wendy’s is very high.
As its competitors and others in the fast food industry is selling the same or
substitute products for their hamburgers, chicken. Domino’s, Burger king is
there for substitute of chicken and burger as pizza. The threat can become
moderate, depends on the quality of product Wendy’s selling, brand image and
how well customer service is being offered.

 

 

·        
Rivalry
among the existing players: The rivalry and competition is very high due to the existing bigger
players named as McDonald, KFC, Harvey’s, Domino’s, Burger king etc. and other
local brands as well which gives tough competition in international markets.

 

Key driving forces

·        
Branding

·        
Location

·        
Speed

·        
Efficiency

 

Key
success factors

·        
They
started promoting via Facebook

·        
They
started awareness among people and went viral.

·        
Coupons
for the emptied fry boxes, to offer larger boxes to unlock.

·        
Invite a friend on Facebook, urge them to pick up fry
boxes to win prizes.

 

Advantages:

·        
24-hour
drive through service

·        
Freshly
prepared

·        
Awards
for encouraging friends to buy meals.

·        
Reward
coupons for buying specific products under offer.

·        
Gift
coupons for friends and family.

 

 

Customer service strategy

Overall Wendy’s service strategy is doing well as
they are coming up with the new way of promoting among people and making it
viral through social media.

 

The
service strategies of the company are not provided on their websites, but we got it from the external sources.

 

The
company always strives to be more customer friendly and accessible any way
possible. They are customer driven, and service culture is so far friendly and up to the standards Regarding interacting, dealing and serving as fast as they can,
which is not time-consuming.

 

I went to Wendy’s three
days ago just to buy a combo meal, and
the staff was very welcoming and friendly. Because of their good service, I
visit Wendy’s three or sometimes four times a week.

 

The
company does have some reward and award program, which is doing pretty good.
Just share on the Facebook wall with
friends and share emptied fry box to get awards and rewards.

 

Their
online presence is for sure making an impact
on customers but not that much because they do not
allow their customer to buy online from their website. Though they came up with
another delivery concept (skip the
dishes).

 

The online community is pretty much satisfied with the service they are providing.
The rating and the reviews are all in favor
of company’s goodwill.

 

As per
our research and experience of their the online service. It’s not satisfying. They never used to do home delivery. Recently,
they came up with the new home delivery
concept (skip the dishes). This new delivery system will lead to increase their
customer in future as Wendy’s food is just one call away. More accessible than
before.

 

 

Recommendations.

                            

The company is doing well regarding service
and food quality. The only recommendation for the betterment of company is they
should add “online order” option on their
official website. And also other ways of delivering food through UberEats.

 

 

References
& Sources

 

https://www.bunchball.com/customers/wendys

 

http://fernfortuniversity.com/term-papers/porter5/analysis/3267-the-wendy-s-company.php

 

https://www.wendys.com/?_ga=2.221679512.1042226298.1516131431-774511652.1516131431

 

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