Name: 溫迪能打敗麥當勞和漢堡王嗎？ (Can Wendy’s Beat McDonald's And Burger King?)
Uploaded: 2021-01-14T08:46:21.000Z
Duration: 14 min 25 s
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Wendys is sick of losing the fast food wars to McDonald's and Burger King

to fix that. It's turning to breakfast and customers outside the U.S.

in early 2020, it's going to add a breakfast menu in the U.S.

It's going to open stores in Europe, starting with the United Kingdom.

Wendy's has tried to do both of these things before and it's failed.

But Wendy's thinks this time will be different.

The day after Wendy's announced its breakfast plans in September 2019, its

stock plummeted 10 percent and its $20 million investment in breakfast

means its 2019 earnings are expected to decline.

After years of fading into the background, Wendy's is looking to stand

out. I think that Wendy's looks a lot like their peers in terms of a

The biggest shift that we've seen is a change in ownership and they put

that in the hands of their local partners that can, should and hopefully

It's the number three burger chain by revenue behind McDonald's and neck

At the same time, Wendy's is grappling with an industry wide problem for

The big question now, has Wendy's learned from its past failures?

And will its plans for breakfast and global expansion be enough to break

50 years ago, Wendys was just a single restaurant in Columbus, Ohio.

Founder Dave Thomas opened the store in 1969 after struggling to find a

Rival burger chains McDonald's, Burger King and White Castle had already

But Wendy's had an edge over the competition.

It always served fresh, never frozen beef, which wasn't the case for its

In 1970, Wendy's added a pickup window to its second location.

The drive through was nothing new at that point, but it was the first

restaurant to make it really work for its business.

The pickup window helped jumpstart Wendy's from a small burger chain to a

Two years later, in 1973, Wendy's began to franchise its restaurants.

Franchising back then usually meant giving permission to operators to open

He sold franchises for entire cities and regions in the company's first

100 months. It opened to more than 1000 restaurants in 1976.

Wendy's went public on the Nasdaq, issuing 1 million shares at $28 a pop.

Five years later, it moved to the New York Stock Exchange as Wendy's grew.

Thomas continued to play a key role in the business while he was CEO.

The burger chain introduced salad bars and baked potatoes.

Those options, along with its fresh beef, made consumers think it served a

higher quality food than rival McDonald's.

In 1980, Thomas took on more of a figurehead role as senior chairman in

1985. Wendy's tried breakfast for the first time.

Thomas had always opposed breakfast, but his departure in the day to day

operations cleared the way on the menu, made to order omelets.

But breakfast slowed down service too much and customers wanted to eat

So Wendy's pulled the plug on breakfast just nine months later.

It left the decision up to individual franchisees.

At the same time, Wendys was trying out a breakfast menu in the 1980s.

It was also pushing too quickly into expanding overseas to countries like

Germany, New Zealand, Guatemala and Greece.

But its international ambitions largely flopped, just like its breakfast

plans. By 1994, system wide sales hit four point two billion dollars.

Starting in the 1990s, Wendys strategy pivoted to acquisitions and

partnerships. In 1992, Wendys started operating combo stores with Tim

The iconic coffee chain was its ticket to sales growth.

As the burger chain's sales matured in 1995, Wendy's formally merged with

Besides coffee, Timbs was also famous for its doughnuts in buying the

In 2002, Wendy's bought another chain bar, Fresh Mexican Grill.

This time it was following the lead of McDonald's in 2002.

Its rival was the majority investor in support.

Mexican Grill Chipotle had more than 200 restaurants.

Its smaller competitor, bahat Fresh, had 170 locations and bahaha Fresh

The deals were meant to diversify the company and help it spur growth.

But that growth would soon hit the skids.

In 2004, Wendy's announced a goal for its long term store development

eight thousand five hundred to nine thousand five hundred total

But as of 2019, the burger chain has yet to hit that goal.

In March of 2005, a customer made a shocking claim.

A California woman said that she had found a severed human finger in a

She later admitted to planting a fake finger herself, but Quarterly's same

store sales still dropped by 4 percent in 2005.

The company reported negative annual same store sales at Wendy's for the

first time in 19 years, even though the burger chain's annual revenue was

flat thanks to its other chains, particularly Timbs.

The company's overall revenue continued to grow and despite the bad press,

investors stood by the chain and pushed the stock up to all time highs.

But Wendy's same store sales continued to flounder over the next few

months, and the company found itself under pressure.

Activist investors thought it would make more sense to spin off its other

McDonald's had tried a similar strategy around the same time, but

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溫迪能打敗麥當勞和漢堡王嗎？ (Can Wendy’s Beat McDonald's And Burger King?)

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