Opportunity: Seen as old fashioned and challenged by more competition in quick service and fast casual restaurants, Wendy's brand image was quickly becoming out of touch with today's consumer.
Solution: Wendy’s brought Tesser on board to help create their brand strategy around real, fresh and wholesome, pushing the brand image and store design forward and raising the QSR bar. Tesser created four distinct prototypes and Wendy's built them: the UltraModern in Columbus, OH; Contemporary in Pittsburgh, PA; Urban in Phoenix, AZ; and Traditional in Virginia Beach, VA. Each design concept reflects Wendy’s key business recipe of quality and freshness. All have common features such as innovative customer flow, a fireplace, café-style booths and a WiFi bar—meeting the everyday cravings and comforts of the modern hamburger lover. Annualized sales increases are averaging 25%, making these remodels perform as highly as new builds.
Project scope included:STRATEGY