Wendy's Case Study

Register to read the introduction… This decision allowed Wendy’s to remain price competitive and still serve a better-quality product. The benefits that might have resulted from the “limited menu” concept are that the four main products would save time and money for the company. Establishing credibility is important, and by consistently producing great tasting products, Wendy’s was able to build a strong following of fast food eaters. By focusing on only a few main products, Wendy’s could make these products stand out compare to those of competitors. By maintaining a solid marketing strategy, the company was able to cast a large net and attract various customers. Although the Wendy’s menu might seem “limited”, with the proper product might and condiments, Wendy’s was able to offer their hamburger in 256 combinations. By only having four main products, Wendy’s was able to limit waste which allowed them to maintain considerably lower prices, maintaining a strong competitive advantage. This “limited menu” concept also left Wendy’s vulnerable to competitors. Some of the disadvantages of the concept come at the product level standpoint. Wendy’s was only casting their net to a small market of people. This allowed competitors the chance to produce products not offered at Wendy’s and potentially steal future customers. Wendy’s did not offer a children’s menu, which allowed competitors such as McDonalds to steal possible customers. The concept was eventually discontinued due to the growing market. More fast food restaurants were opening up each day, and the pressure to keep up with the competition grew too difficult. In order to stay competitive, Wendy’s had been forced to detach from the “limited menu” and expand in order to meet changing customer …show more content…
Wendy’s began using the drive-thru window in the 1970’s and first implemented the concept as a convenience to the customer. By allowing the customer to never leave their car, Wendy’s became more attractive to the person that was running short on time. The drive-thru window was another way Wendy’s differentiated from competitors. When other fast-food restaurants tried implementing the same concept, they were unsuccessful due to the lack of excitement. Wendy’s created an initial level of excitement that competitors were unable to match. Being known as an originator creates a strong bond between