Wendy’s Philippines

MARKETING MIX

Company Profile

Corporate Vision

Wendy's Philippines will be the Restaurant of Choice by providing the Filipino People excellent quality in every aspect of our business.

Mission Statement

To be the restaurant of choice --- the most preferred hamburger restaurant that Filipinos would rather go to for great hamburgers, fast, friendly service, and an overall excellent dining experience.

Operating Creed

Wendy's is a quick service restaurant which guarantees total customer satisfaction by selling the highest quality, freshly prepared, made-to-order products in the cleanest restaurants, at competitive prices, with the most efficient service provided by the friendliest people.

HISTORYWendy’s International Background

Wendy's was founded by Dave Thomas in 1969 and was named after Dave's second daughter, Melinda Lou Thomas, then 8 years old, whom her older siblings nicknamed "Wendy" (originally "Winda", stemming from the child's initial difficulty saying her own name), as Thomas stated in his A&E BIOGRAPHY SHOW. The corporate headquarters is located in Dublin, Ohio. The first Wendy's restaurant was opened in Columbus, Ohio on November 15, 1969, and the chain grew rapidly to open over 3,000 restaurants by 1985. However, by the mid-1980s some underperforming Wendy's restaurants were closed. By 1989, Dave Thomas came out of retirement and started doing commercials for Wendy's and helped rebuild the restaurant until his death on January 8, 2002.

Wendy's in the Philippines

The first Wendy's Hamburger Restaurant in the country opened on December 8, 1983 under Wenphil Corporation, Philippine franchisee of

Wendy's International.

The decision to put up yet another hamburger chain caused quite a stir, for then, it seemed impossible to succeed due to the unstable economy. It was also a time when two hamburger giants dominated the scene. However, these conditions did not stop Wendy's from pushing forth. Wendy's ushered a new fast food experience---good tasting, nutritious, high quality food items at a time when fast food in the Philippines is but another word for junk food. 

The first outlet at Parksquare 1 in Makati witnessed the Filipinos' innate gastronomic passion. First they came in trickles, then in droves. Soon, one outlet wasn't enough to meet growing demand and new outlets became welcome additions to the fast food landscape.

With the guidance of Wendy's International, Wendy's soon became one of the leading fast food chains, belonging to the top 1,000 corporations in the country.

To date, Wendy's is one of the top 500 corporations, operating 31 stores and still growing.

 

Marketing Mix of Wendy’s Philippines

PRODUCT Wendy’s product is beneficial in the extent of having fresh-tasteful

salads that good for the health; likewise their burgers serves as a full meal that would make consumer to set aside rice and other carbohydrates produced. (Core Product)

Wendy’s as a fast food chain offers a variety of products that their customer can choose from. This includes Burger and its variations, Salads, Spaghetti, Frosty, rice meals and side dishes of your choice. Since the fast-food is internationally based, their products are served with American taste. Likewise Wendy’s is now venturing in sea-food products as they lunches shrimp sandwich supreme and crunchy breaded shrimp. (Actual Product)

Staff and crews of Wendy’s as a sale front liner of the company served their customer with care, passion and showed a customer-oriented attitude. They also offer delivery that gives convenience to their consumer. (Augmented Product)

 

PRICE 

Compare to the two giant fast foods, Wendy’s presented itself as an alternative to the commonly seen food offered at Jollibee or McDonald. Thus it has priced its products a little higher compare to the other two.

Though offering a higher price with an American style of serving and service, Wendy’s offers a less crowded, better ambiance than its competitor.

To be highly competitive. Wendy’s offers now what they called 49ers which is much affordable, thus, it only shows how flexible the chain is that they can easily adapt to what is in the trend without sacrificing their culture.

Wendy’s also offers promotional prices like buy one take one (e.g. Valentine’s Day promo)

PLACE In the Philippines, Wendy’s operates in its 31 Branches

mostly operating in Malls. Wendy’s is mostly accessible to its customers who want an

alternative taste from the common food offered at Jollibee and McDonald at a slightly higher price but distinctly American taste.

Wendy’s occupies locations where its primary customers are situated or coming for a shop and eat.

Some of Wendy’s store operates for 24 hours.

PROMOTION  The Tag Line “It’s the best Time for Wendy’s by Regine Velasquez

Commercial still proves the best tag lines of Wendy’s in the country to date. It did a significant impact as to popularity of the fast food chain.

Presently, Wendy’s offers a 5% off on its Baconator. And the on-going “zero per delivery”, that gives the customer a free coke zero for every Php 500.00 of purchased.

Sale front-liner offers side dishes as add-on to customer meals, this move promotes the product itself.

Wendy’s offers sales promotion time to time like Buy One Take One, money off or discounts on prices.

As to advertising, Wendy’s focuses on visual media like outdoor advertising, newspaper and magazines and others that help promotes culture, attitudes, create awareness and most of all transmits information in order to get response from public.

“Quality is our Recipe®” the phrase that Dave Thomas put into Wendy’s service. In January, 1984, an Award-Winning campaign sweeps the nation with this three-word slogan-Where’s the Beef.

PEOPLE The hamburger parlor was founded by Dave Thomas and established the first chain in

Columbus Ohio. Dave Thomas formulated the Wendy’s concept based on several important underlying assumptions about the market. He felt people wanted choices—beyond the hamburger and fries offerings of other quick service restaurants (QSR). He also believed that consumers were fed-up with poor quality and were ready for an upscale hamburger place.

Wendy’s employees bear a first-class attitude and show a clean neat impression towards its customer.

Roland C. Smith, President and Chief Executive Officer as an experienced senior executive having served as President and Chief Executive Officer of both public and private companies for more than 14 years and on numerous boards. He is currently President and Chief Executive Officer of The Wendy’s Company. He was previously President and CEO of Wendy's/Arby's Group, Inc. and CEO of Wendy's International, Inc.

Nelson Peltz, Chairman of the Board has been a director of the Company since April 1993 and has served as non-executive Chairman since June 2007. He served as Chairman and Chief Executive Officer of the Company and as a director or manager and officer of certain of the Company’s subsidiaries from April 1993 through June 2007. Additionally, Mr. Peltz has been Chief Executive Officer.

Raymond S. Troubh, Director has been a director of the Company since June 1994. He has been a financial consultant since prior to 1989, and is a former Governor of the American Stock Exchange.

Ms. Elizabeth Pardo-Orbeta also petitioned to Wendy’s International to include in the Philippine servings of Wendy’s restaurant the rice meals. After deliberation, it was agreed though. 

PROCESS There had been a major underperformance on sales of Wendy’s

during the mid 80’s. It was not able to successfully create a distinction over its competitor; it may be due to unready adaption of Filipinos in American-taste burgers that quite high in prices that does not brand the chain as what they called ‘pang-masa’.

Adapting to local culture and taste is one of Wendy’s goals, which is the American taste in Pinoy way.

Presently, Wendy’s continues to create innovations and introduce more marketable products that they be able to compete against competitor in a stiff market nowadays.

The company seeks further growth and planning to establish 44 additional restaurants, which would increase the total number of Wendy’s in the country to 75 through sub- franchising.

PHYSICAL EVIDENCE  Wendy’s are also known for a best packaging or

presentation of their meals since it gives a good impression to them that the chain offers not just tasteful meals but a meal with quality.

A large pictures or signage are available at customer’s front that gives them easy access to choose what they want.

Since not crowded and maintained ambiance, Wendy’s gives a good impression that people eat a clean food in a clean place.

Staffs, employees, crews wear their uniforms that gives identity and loyalty impression.

Through the process of sub franchising WenPhil adopt, Wendy’s reaches various market segments. And via the internet, now we have the full access to see products that Wendy’s have to offer

Thank you!