New Wendy's CEO outlines 5-point plan to turn burger chain around after admitting failures

Bob Wright may have helmed Wendy’s as its CEO since May, but he's only now pulling back the curtain by announcing some serious changes are taking place behind the scenes.

Wendy’s is an iconic fast-food corporation with roots extending right back to the late 1960s.

Despite being renowned the world over for its fresh, square beef burgers, iconic frozen dairy desserts, and unique baked potato sides, the business has struggled of late.

Hundreds of sites have closed; sales have plummeted; and customer visits have dropped off dramatically in the last 12 months, as per reports.

In an effort to turn things around, Wright, 58, has shared a five-step plan for success with the Wall Street Journal.

First things first: the businessman wants to increase fast-food quality and value by rebuilding the Wendy’s menu from the ground up.

Wendy's is being put on a five-step plan to boost sales and turn its reputation around (Getty Stock Image)

Burger ingredients are first on the hit list. Chicken, salads, and Frosty desserts—all of which are described as ‘primary categories’—will follow.

After ingredients, the Wendy’s team will aim to improve food quality and value on an ‘item level’ before moving on to the ‘menu-category level’.

“Each of those core categories have to bring strength for our menu,” Wright said.

Secondly, the former Potbelly CEO admitted that operations at the chain are ‘inconsistent’.

“We have some areas that we can focus on there,” the 58-year-old claimed.

This includes re-evaluating deals and discounts, with Wright claiming the business has become ‘over-reliant on promotional activity and everyday-value strategies’.

“Our barbell strategy had gotten uneven. You’re going to hear us focus on the core menu first, because that’s where you deliver intrinsic value for the customer,” he said.

Wendy’s, which has closed more restaurants than it has opened over the past year, will continue to shutter sites, using the shutdowns ‘as a tool’ for growth.

Wendy's will tackle ingredient quality, marketing ploys, and help franchisees (Wendy's)

Franchisees who ‘need a little bit of help creating some health in the portfolio of their restaurants’ are expected to be lent support, as per the publication.

Tariq Hassan, a former McDonald’s executive, recently came on board as a chief marketing and customer growth officer as Wendy’s are determined to move the dial where marketing is concerned.

“Our branding and marketing must deliver demand,” he told the Wall Street Journal.

“There’s challenges in the areas of messaging, creative and even how we deploy the media itself.

“We have a budget that’s in the hundreds of millions of dollars. His track record not only at McDonald’s but also at the other brands that he’s led is very strong for exactly what we need.”

Wendy’s aims to get back in the burger fight, but will it be successful? Only time will tell.