Monday, November 29, 2010

Wendy’s sales and profit quagmire is of it own making!

Wendy’s has become the copycat food marketing king for 2010 with its latest new product the “D.T. Double ala a Big Mac! In other recent test product they tried the bigger burger theme of Burger King. When a company the size of Wendy’s is making rookie mistakes like this everyone must ask; how much trouble is Wendy’s in?

This new product test will take place in both Austin, TX and Providence RI. There is only one question to ask senior management at Wendy’s. Why are you wasting money on copycat products?

What a waste of the quality halo created by Dave Thomas. Utilizing his name on this legacy product is more than a step back it damages the brands image with the consumer. Retail foodservice consumers are dynamic not static. This is a step backward. Where is any sign of contemporized consumer relevance?

Here at Foodservice Solutions® we think differentiation does not mean different it means familiar with a twist. The twist must be distinguishable? A square burger is different with a twist yet familiar. Foodservice Solutions® 5 P’s of food marketing include: Product, Packaging, Placement, Portability and Price. It’s clear to all that Wendy’s has forgotten a few things.

Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. For more on Steven A. Johnson and Foodservice Solutions® visit or on Facebook at Steven Johnson, BING / GOOGLE: Steven Johnson Grocerants or

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