Posts Tagged fast food

This is more interesting than it should be – Wendy’s Redesigned Their Basic Burger

The full article is here.  The synposis goes like this – since 2002, Wendy’s has seen its market share decline by almost 10%, has seen its sales remain flat, and its menu grow stale (in the same time, McDonald’s increased their marketshare almost 20% and now owns just under 50% of the market).  So, two years ago, the company began a multi-year project (Project Gold Hamburger) to figure out how to revamp their basic offering.  They sent executives around the country trying different burgers, they interviewed thousands of people to find out what people like and dislike about Wendy’s food.  They started at the most basic level and worked their way up from there.

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