Nikki Yturriaga

FIN 222
Finals Activity #1: Marketing Mix
About Wendy's

One of the top international fast food companies and an American company, Wendy's is well
known for its hamburgers. Dave Thomas started the business in Columbus, Ohio in 1969,
although its current offices are in Dublin, Ohio. Wendy's, the third-largest fast-food chain behind
McDonald's and Burger King, was a self-owned business up until 2008 when it combined with
Tirac Companies Inc. to become "The Wendy's Company."

● One of the most well-known global chains of hamburger fast-food restaurants is

Wendy's. The company's marketing mix (7Ps) supports such a position within the
industry. The marketing mix outlines the methods and techniques the firm will employ to
carry out its marketing strategy and shows how the company interacts with its target
market. The company's strategy for dealing with the dynamics of the fast food sector is
called Wendy's marketing mix. This strategy varies in accordance with trends in the
international market. The marketing mix demonstrates how Wendy's responds to market
problems and demands.
According to Wendy's marketing mix (7Ps), the company focuses on conventional methods to
connect with its target demographic in a variety of international marketplaces.

PRODUCT

Products from Wendy's (Product Mix)

Burgers are what Wendy's is famous for. However, the corporation also sells a variety of other
goods. Organizational outputs are taken into consideration in this part of the marketing mix. The
product categories in Wendy's product mix are as follows:

● Burgers
● Chicken
● Sides
● Salads
● Beverages
● Desserts

Wendy's offers several product lines to round out the consumer experience even if
hamburgers are the primary product. Customers can enjoy a full meal, for instance, with
hamburgers, sides, salads, beverages, and desserts. Standardization of products is a
part of the marketing mix that enables scale economies and Wendy's generic marketing
approach.
PRICE

Prices & Pricing Strategy for Wendy’s

The price policy of Wendy's is comparable to those of companies like McDonald's and Burger
King. This element of the marketing mix identifies the company's pricing tactics. The following
pricing techniques are used by Wendy's:

1. Market-oriented pricing strategy

2. Product bundle pricing strategy

Market-oriented pricing is Wendy's primary pricing strategy. The market and competitive
environment are reflected in this pricing approach. For instance, pricing variations for Wendy's
items are affected by shifts in supply and demand. The product bundle pricing method, on the
other hand, entails providing product groups (such as combo meals) at a discount. The worth of
the product in a specific area has a significant impact on the product prices. It competes with
other brands and typically keeps its production costs in line with those established by rivals. The
Wendy's Company has a Bundle pricing strategy and uses this program to provide products in
combo style, such as three items, at comparably reduced costs. The brand has had great
success keeping its pricing practices in place because doing so has allowed it to increase its
income.
PLACE

Distribution and Place in Wendy's Marketing Mix

The majority of Wendy's business is done in its restaurants. This part of the marketing mix
defines the locations or settings where the company interacts with its clients.

The locations where Wendy's products are distributed are as follows:

● Restaurants
● Kiosks
● Website
● Mobile app

The majority of Wendy's earnings come from its restaurants. However, the business also
occasionally makes use of kiosks, like those seen in shopping centers and places for special
events. The stores present a modern, assertive appearance that appeals to their clientele. The
Wendy's Company has focused on areas with significant traffic and visibility since they provide
the best chances for luring customers. In order to retain a steady stream of consumers, it is also
seeking locations that would be simple for them to access. Additionally, customers can place
orders on Wendy's website. Also, the business offers customers access to the menu and
exclusive offers via Wendy's mobile app. This element of the marketing mix demonstrates how
Wendy's depends on expanding its restaurant base to achieve its growth goals.
PROMOTION

Wendy's Advertising (Promotional Mix)

Wendy's uses a range of techniques and strategies to market its goods. The communication
techniques and methods the business employs to connect with its target audience are
presented in this part of the marketing mix. Following are Wendy's promotion strategies, listed in
order of importance:

● Advertising (Wendy’s main tactic)

● Personal selling
● Sales promotion
● Public relations

The main strategy employed by Wendy's to

market its goods is advertising. For instance, the
business uses print, television, and online media
to promote its products. Personal selling is
another method Wendy's utilizes to interact with clients. For instance, wait staff at restaurants
frequently nudge patrons to order additional items like sides or desserts. Wendy's submits a
request for a short-term special offer or discount as a sales promotion. For instance, the
business occasionally gives clients discount vouchers. Additionally, Wendy's uses public
relations to market its business and goods, such as when it sponsors notable local events to
increase brand recognition. As a result, Wendy's primarily uses personal selling and advertising
to handle this aspect of the marketing mix, which are important factors in determining the
company's sales.
PEOPLE

Due to the fact that Wendy's is a retail chain, those working in the fast food industry serve as the
hotel staff's primary source of revenue creation. In this instance, the business upheld its
commitment to giving its clients first-rate services. Wendy's hires employees based on their
capacity to work hard and molds them in accordance with corporate policies by offering
appropriate training for the first several weeks. Since the customers are the only reason any
stores exist, they are included in this sector as well.

PROCESS

Due to its complex sorts of queuing systems, Wendy's is renowned for its top-notch services.
The consumer has two options for placing meal orders: either physically visiting the closest
Wendy's restaurant or using the website and smartphone application. It is equipped with a
proper visual menu displayer that flashes the correct menus and the current specials. It has an
order number mechanism that, once the order is ready, shoots the order number. Its customer
self-service system is available.

PHYSICAL EVIDENCE

The largest physical presence of Wendy's is at its stores, coupled with its packaging, takeout
boxes, etc. Kids are drawn to the mascot girl outside each location for burgers. The restaurant's
interior design is well designed. When dine-in tables and chairs are arranged properly, they
have an otherworldly appearance. To provide the consumers with a superb visual experience,
the staff and employees are likewise nicely dressed and groomed. This provides information
about Wendy's marketing approach and mix.
References: https://www.mbaskool.com/marketing-mix/services/17575-wendys.html

https://www.marketing91.com/marketing-mix-of-wendys/