WENDY’S CUSTOMERS. WENDY’S CUSTOMERS Dr. James Coleman Marketing Strategy Robin Crawford Adam Steele Adedoyin OkunrinboyeJenny Nino Bret Kempler LyShandra.

WENDY’S CUSTOMERSWENDY’S CUSTOMERS

WENDY’S CUSTOMERSWENDY’S CUSTOMERS

LyShandra Holmes

Bret Kemple

r

Jenny Nino

AdedoyinOkunrinboy

e

Adam Steele

Robin Crawfor

d

Dr. James

ColemanMarketin

g Strategy

POSITIONING STATEMENT FOR POSITIONING STATEMENT FOR WENDY’SWENDY’S

Wendy’s provides innovative and quality upscale Wendy’s provides innovative and quality upscale

food in a quick-service setting at close-to fast foodfood in a quick-service setting at close-to fast food

prices for the adult consumer.prices for the adult consumer.

WENDY’S TARGET SEGMENTSWENDY’S TARGET SEGMENTS

Baby Boomers Baby Boomers

Generation X (Ages 25 to 40)Generation X (Ages 25 to 40)

Generation M (Ages 11 to 24)Generation M (Ages 11 to 24)

Generation Z (Under Age 10)Generation Z (Under Age 10)

Total US populationTotal US population286,196,812286,196,812

*data from 2000 census, Gen Z numbers obviously larger now*data from 2000 census, Gen Z numbers obviously larger now

GENERATIONGENERATION BIRTH DATESBIRTH DATES NUMBER OF NUMBER OF PEOPLEPEOPLE

% OF % OF POPULATIONPOPULATION

Baby BoomersBaby Boomers 1946-1964 1946-1964 82,826,479 82,826,479 29.429.4

Gen XGen X 1965-1980 1965-1980 58,855,725 58,855,725 20.920.9

Gen M Gen M 1981-1995 1981-1995 61,297,467 61,297,467 21.821.8

Gen Z*Gen Z* after 1995 after 1995 19,175,798* 19,175,798* 6.8*6.8*

Baby Boomers Baby Boomers

Between the Ages of 41 and 59Between the Ages of 41 and 59

HOW THEY ARE TARGETEDHOW THEY ARE TARGETED

Baby Boomers are more interested in customizing Baby Boomers are more interested in customizing their orders their orders

The other means may be in the name, Wendy’s Old The other means may be in the name, Wendy’s Old Fashion Hamburgers, which suggests that their style Fashion Hamburgers, which suggests that their style is more like how things used to be done, in terms of is more like how things used to be done, in terms of freshness and quality.freshness and quality.

Generation XGeneration X Includes Young FamiliesIncludes Young Families

Between Ages 25 and 40Between Ages 25 and 40

HOW THEY ARE TARGETEDHOW THEY ARE TARGETED

Increase in healthy-menu options for both the Increase in healthy-menu options for both the young adults and their children.young adults and their children.

Extending location hours to serve the needs of Extending location hours to serve the needs of adults working late.adults working late.

Generation MGeneration M Mostly between the ages of 10 and 24Mostly between the ages of 10 and 24 Includes College StudentsIncludes College Students Late NightersLate Nighters

HOW THEY ARE TARGETEDHOW THEY ARE TARGETEDPeople in college and in their 20s are the most frequent consumers of fast food.People in college and in their 20s are the most frequent consumers of fast food.

To better leverage her media dollars amid the media consolidation, Wendy’s in 2002 To better leverage her media dollars amid the media consolidation, Wendy’s in 2002 aggressively pursued cross-platform deals, including the massively successful aggressively pursued cross-platform deals, including the massively successful Garden Sensations entree salad launch with AOL Time Warner, and the innovative Garden Sensations entree salad launch with AOL Time Warner, and the innovative "Road to Bristol" sports promotion with ESPN "Road to Bristol" sports promotion with ESPN

Wendy’s has opened locations in colleges and universities.Wendy’s has opened locations in colleges and universities.

Wendy's has arrived at the University of Denver. Wendy's has arrived at the University of Denver.

Wendy's launched its new eatery on South University Boulevard and Harvard Wendy's launched its new eatery on South University Boulevard and Harvard Avenue on, Dec. 31, 2004.Avenue on, Dec. 31, 2004.

The location is also only two blocks from fraternity and sorority row. The pick-up The location is also only two blocks from fraternity and sorority row. The pick-up window , will remain open until 2 a.m, according to Goins. window , will remain open until 2 a.m, according to Goins.

Generation ZGeneration ZAges 12 and UnderAges 12 and UnderAlso referred to as “Generation D”, where “D” stands for DigitalAlso referred to as “Generation D”, where “D” stands for Digital

HOW THEY ARE TARGETEDHOW THEY ARE TARGETEDMeals that can be designed to satisfy kids and to align with parent’s dietary optionsMeals that can be designed to satisfy kids and to align with parent’s dietary options

Main courseMain course 4-piece kids’ meal nuggets4-piece kids’ meal nuggets CheeseburgerCheeseburger HamburgerHamburger

Side dishSide dish Mandarin orangesMandarin oranges Kids’ meal French friesKids’ meal French fries

BeverageBeverage 2% reduced fat milk2% reduced fat milk 1% low-fat chocolate milk 1% low-fat chocolate milk Soft drinksSoft drinks Jr. FrostyJr. Frosty

WENDY’S WENDY’S MARKET SEGMENTATION AND MARKET SEGMENTATION AND PRODUCT OFFERINGPRODUCT OFFERING

Wendy’s has developed food choices to target three Wendy’s has developed food choices to target three

main market segments:main market segments: Non-Restriction Diet: Customers who do not have any Non-Restriction Diet: Customers who do not have any

restriction in their dietrestriction in their diet Special Dietary Needs: Customers who “want to look and Special Dietary Needs: Customers who “want to look and

feel fit” or who “have dietary restrictions for medical feel fit” or who “have dietary restrictions for medical reasons” or who are controlling their weightreasons” or who are controlling their weight

Kids choice: Customer group derived from Non-Restriction Kids choice: Customer group derived from Non-Restriction Diet customers and Special Dietary Needs customersDiet customers and Special Dietary Needs customers

DETERMINATION OF DETERMINATION OF SEGMENTSSEGMENTS

PricePrice

ServiceService

QualityQuality

Location Location

Type of FoodType of Food

PricePrice

Wendy’s is known as the innovator of providing Wendy’s is known as the innovator of providing new ideas and products like the 99cent value new ideas and products like the 99cent value menu, salads and high quality chicken sandwiches.menu, salads and high quality chicken sandwiches.

Provides upscale foods at close to fast-food pricesProvides upscale foods at close to fast-food prices

Recently introduced new value-menu items at 1.29 Recently introduced new value-menu items at 1.29 to boost profit margins.to boost profit margins.

ServiceService High customer satisfaction and people focusHigh customer satisfaction and people focus

Wendy’s has a “Build A Meal” section on its website to help customers Wendy’s has a “Build A Meal” section on its website to help customers make informed meal choices by combining any menu items and reviewing make informed meal choices by combining any menu items and reviewing their complete nutritional make-uptheir complete nutritional make-up

Wendy’s International Inc. first introduced its late-night program in Wendy’s International Inc. first introduced its late-night program in 19961996

A major benefit of operating late, typically from 9 p.m. to midnight or A major benefit of operating late, typically from 9 p.m. to midnight or beyond, is that it's fairly cheap, analysts said. Most chains limit accessbeyond, is that it's fairly cheap, analysts said. Most chains limit access during late-night hours to their drive-through windows and can runduring late-night hours to their drive-through windows and can run with a skeleton crew of as few as three employees, with one takingwith a skeleton crew of as few as three employees, with one taking orders and the others working in the kitchen orders and the others working in the kitchen

Wendy’s was 2nd place after Yum Brands in 2003, with 11 percent of Wendy’s was 2nd place after Yum Brands in 2003, with 11 percent of the late-night businessthe late-night business

QualityQuality

They are the pioneers of fresh food fast.They are the pioneers of fresh food fast.

Wendy’s goal towards quality provides its customers withWendy’s goal towards quality provides its customers with

the option of customizing their burgers. the option of customizing their burgers.

Wendy’s strives to offer efficient service without affectingWendy’s strives to offer efficient service without affecting

quality.quality.

Older people who would rather sit down and have a qualityOlder people who would rather sit down and have a quality

meal would most likely prefer to go to Wendy’s than tomeal would most likely prefer to go to Wendy’s than to

McDonald’s.McDonald’s.

Wendy’s still beats the Golden Arches in food quality and Wendy’s still beats the Golden Arches in food quality and speed of service scores.speed of service scores.

LocationLocation

In addition to the U.S. and Canada, Wendy's operates about In addition to the U.S. and Canada, Wendy's operates about 7% of its restaurants in some 25 other countries and 7% of its restaurants in some 25 other countries and territories. territories.

During the late 1990's the company exited the U.K. and Argentina During the late 1990's the company exited the U.K. and Argentina markets to concentrate on more profitable markets in Latin America markets to concentrate on more profitable markets in Latin America and the Caribbean, the Far East and Europe. The contribution of and the Caribbean, the Far East and Europe. The contribution of Wendy's international operations to systemwide sales in 2000 was Wendy's international operations to systemwide sales in 2000 was about 2%.about 2%.

Wendy’s does not have a particular pattern of determining Wendy’s does not have a particular pattern of determining store locations but it tends to use the following criteria:store locations but it tends to use the following criteria:

High people-concentrated areas such as malls, High people-concentrated areas such as malls, airports, airports,

colleges and universities.colleges and universities. Areas close to primary competition such as Areas close to primary competition such as

McDonalds and McDonalds and Burger King.Burger King.

Type of FoodType of Food

Diverse variety of food choices.Diverse variety of food choices.

Wendy’s caters to those in a hurry and the “health-Wendy’s caters to those in a hurry and the “health-conscious”.conscious”.

According to the General Guide to Calories (per serving):According to the General Guide to Calories (per serving): Low: less than 40Low: less than 40 Moderate: between 100 and 400 Moderate: between 100 and 400 High: more than 400High: more than 400

The total fat intake should be between 20% to The total fat intake should be between 20% to

35% of calories35% of calories For a diet based on 2,000 calories , the total fat intake should be For a diet based on 2,000 calories , the total fat intake should be

no more than 65 grams no more than 65 grams

Healthy Food OptionsHealthy Food Options

Meals with less than 510 calories and containing lessMeals with less than 510 calories and containing less than 15 grams of fat or less:than 15 grams of fat or less:

Grilled chicken sandwich with a side salad and fat free Grilled chicken sandwich with a side salad and fat free dressing or cup of fruitdressing or cup of fruit

Junior hamburger with side salad and fat free dressing or Junior hamburger with side salad and fat free dressing or cup of fruitcup of fruit

Large chili with side salad and fat free dressing or cup of Large chili with side salad and fat free dressing or cup of fruitfruit

Plain baked potato and small chiliPlain baked potato and small chili Mandarin Chicken Salad with half serving of dressingMandarin Chicken Salad with half serving of dressing Fresh Fruit Bowl with small chili or 5-piece nuggetsFresh Fruit Bowl with small chili or 5-piece nuggets

Medical Restriction DietsMedical Restriction Diets

Wendy’s diabetic exchange list:Wendy’s diabetic exchange list: In order to serve a wide variety of customers, Wendy’s In order to serve a wide variety of customers, Wendy’s

provides a diabetic exchange list of its products to help provides a diabetic exchange list of its products to help customers select items for their medical needscustomers select items for their medical needs

Wendy’s gluten-free list:Wendy’s gluten-free list: Wendy’s provides a list of all its gluten-free items in order Wendy’s provides a list of all its gluten-free items in order

to help gluten intolerant customers identify safe options in to help gluten intolerant customers identify safe options in its menuits menu

Wendy’s ingredient list:Wendy’s ingredient list: A list of the specific ingredients used in Wendy’s is A list of the specific ingredients used in Wendy’s is

available for customers inquiring about specific food available for customers inquiring about specific food allergies or sensitivitiesallergies or sensitivities

MAJOR CUSTOMER TRENDSMAJOR CUSTOMER TRENDS

New health-conscious dietsNew health-conscious diets Obesity ImpactObesity Impact

Two-thirds of U.S. adults are officially overweightTwo-thirds of U.S. adults are officially overweight One-third of U.S. children and teens eat fast food on a typical dayOne-third of U.S. children and teens eat fast food on a typical day This problem increased the awareness of society to the obesity issue.This problem increased the awareness of society to the obesity issue.

Started by Wendy’s in 1999Started by Wendy’s in 1999 Built a reputation of having a healthier option and diverse menu Built a reputation of having a healthier option and diverse menu

options to attract grownups and teens.options to attract grownups and teens. Implementation of the “Build-A-Meal” section on Wendy’s Implementation of the “Build-A-Meal” section on Wendy’s

websitewebsite Mandarin chicken salad is the healthiest option on Wendy’s garden Mandarin chicken salad is the healthiest option on Wendy’s garden

salad menusalad menu

MAJOR CUSTOMER TRENDS (Contd.)MAJOR CUSTOMER TRENDS (Contd.)

New health-conscious diets (Contd.)New health-conscious diets (Contd.) Development of carcinogen acryl amide in potatoesDevelopment of carcinogen acryl amide in potatoes

Chemical that tends to form during the cooking processChemical that tends to form during the cooking process of potatoesof potatoes The actual danger level of carcinogen acryl amide is The actual danger level of carcinogen acryl amide is not yet determined, therefore not yet a major concern not yet determined, therefore not yet a major concern for customerfor customer Companies, for instance McDonald’s, are already reacting to the Companies, for instance McDonald’s, are already reacting to the possibility of a negative effect of this problempossibility of a negative effect of this problem

Highlighting salad offeringsHighlighting salad offerings Displaying the benefits of walking in commercials and Displaying the benefits of walking in commercials and

incentives such as the step-o-meter provided with the purchase incentives such as the step-o-meter provided with the purchase of selected meals.of selected meals.

MAJOR CUSTOMER TRENDS (Contd.)MAJOR CUSTOMER TRENDS (Contd.)

Demographic ImpactDemographic Impact People in college and in their 20s are the most People in college and in their 20s are the most frequent consumers of fast food. They have alsofrequent consumers of fast food. They have also contributed to the growth of Wendy’s late-nightcontributed to the growth of Wendy’s late-night business .business . Family SizeFamily Size

In recent times, family sizes have shrunk to an average In recent times, family sizes have shrunk to an average of 3 members per households, which increases the of 3 members per households, which increases the likelihood of such families to frequently indulge in likelihood of such families to frequently indulge in eating outside the home.eating outside the home.

MAJOR CUSTOMER TRENDS (Contd.)MAJOR CUSTOMER TRENDS (Contd.)

Most families eat main meals at homeMost families eat main meals at home Seventy-seven percent at dinnertimeSeventy-seven percent at dinnertime Has increased competition among fast food versus Has increased competition among fast food versus

fast casual or fine dining versus casual diningfast casual or fine dining versus casual dining Led to KFC’s campaign for home meal replacement to Led to KFC’s campaign for home meal replacement to

induce families to consume fast food rather than home-induce families to consume fast food rather than home-cooked meals.cooked meals.

MAJOR CUSTOMER TRENDS (Contd.)MAJOR CUSTOMER TRENDS (Contd.)

Perhaps the most important influence on future revenue Perhaps the most important influence on future revenue growth for Wendy's (and all other firms in the fast-food growth for Wendy's (and all other firms in the fast-food business) is the continuing trend to purchasing meals and business) is the continuing trend to purchasing meals and casual food rather than preparing them - at all times of the day casual food rather than preparing them - at all times of the day and night. and night.

This trend is evident among all age and geographic segments of the This trend is evident among all age and geographic segments of the market. market.

The roots of this phenomenon are generally traced to a new life style The roots of this phenomenon are generally traced to a new life style where people are too busy to prepare food for themselves and where people are too busy to prepare food for themselves and increasingly less inclined to do so. increasingly less inclined to do so.

This situation is in turn attributed to the emergence of the two-career This situation is in turn attributed to the emergence of the two-career family which limits the availability of time to prepare meals while family which limits the availability of time to prepare meals while providing the money to purchase them.providing the money to purchase them.

MAJOR CUSTOMER TRENDS (Contd.)MAJOR CUSTOMER TRENDS (Contd.)Shift toward an urban outlook generationShift toward an urban outlook generation

McDonald’s “I’m lovin’ it” campaignMcDonald’s “I’m lovin’ it” campaign

McDonald’s new initiative towards fashion by soliciting Sean John and McDonald’s new initiative towards fashion by soliciting Sean John and Tommy Hilfiger to create uniforms for employees.Tommy Hilfiger to create uniforms for employees.

Wendy's launched its new "Do What Tastes Right" advertising campaign, Wendy's launched its new "Do What Tastes Right" advertising campaign, featuring a variety of ads that target distinct demographics.featuring a variety of ads that target distinct demographics.

Wendy’s is attempting to reach the “MTV generation” with it’s new marketing Wendy’s is attempting to reach the “MTV generation” with it’s new marketing campaign featuring twentysomethings on the move—racing for a train, riding a campaign featuring twentysomethings on the move—racing for a train, riding a skateboard, cavorting in a Laundromat—with a Wendy’s product in hand.skateboard, cavorting in a Laundromat—with a Wendy’s product in hand.

"Eat Great, Even Late!" campaign with national advertising."Eat Great, Even Late!" campaign with national advertising.

Wendy’s has also just launched a new advertising campaign that combines Wendy’s has also just launched a new advertising campaign that combines some youth-oriented national commercials with targeted radio, print and some youth-oriented national commercials with targeted radio, print and Internet ads.Internet ads.

MAJOR PRODUCT TRENDS MAJOR PRODUCT TRENDS New Products and InnovationNew Products and Innovation Wendy’s was the first to introduce their fruit saladWendy’s was the first to introduce their fruit salad

in February of 2005.in February of 2005. They will be introducing new Frescata cold They will be introducing new Frescata cold

sandwiches, featuring high-quality meat and sandwiches, featuring high-quality meat and

focaccia bread.focaccia bread. Wendy’s will experiment with breakfast againWendy’s will experiment with breakfast again

after twenty years, using baked goods from Tim after twenty years, using baked goods from Tim

Horton’s. These items will appear, at the earliest, Horton’s. These items will appear, at the earliest,

in 2007.in 2007.

MAJOR PRODUCT TRENDS (Contd.)MAJOR PRODUCT TRENDS (Contd.)

Increase in TechnologyIncrease in Technology Use of a satellite data network for fast processing of credit Use of a satellite data network for fast processing of credit

and debit cards, data handling and other functions by and debit cards, data handling and other functions by Burger King.Burger King.

The adding of wireless Internet service in fast-food The adding of wireless Internet service in fast-food restaurants by McDonald’s and Krystal.restaurants by McDonald’s and Krystal.

Hardee's restaurants have been testing a newHardee's restaurants have been testing a new technology technology where workers in a call center process fast-food orders. where workers in a call center process fast-food orders. They then shuttle the information.They then shuttle the information.

"The advantage of it is it frees the person who would normally punch "The advantage of it is it frees the person who would normally punch that stuff up to assemble food faster," Hardee's spokesman Jeff that stuff up to assemble food faster," Hardee's spokesman Jeff Mochal said. "They can still listen on the headset and hear what's Mochal said. "They can still listen on the headset and hear what's being ordered."being ordered."

MAJOR PRODUCT TRENDS (Contd.)MAJOR PRODUCT TRENDS (Contd.)

Use of a quick-cooking technology, which will cut the time it takes to Use of a quick-cooking technology, which will cut the time it takes to cook a four-ounce beef patty to 85 seconds from about five minutes.cook a four-ounce beef patty to 85 seconds from about five minutes.

Use of swipe-free payment cards to induce efficiency in Use of swipe-free payment cards to induce efficiency in fast-food deliveryfast-food delivery

Proponents of the technology also say the cards are quickly becoming Proponents of the technology also say the cards are quickly becoming fashionable among younger consumers and have additional appeal for fashionable among younger consumers and have additional appeal for security reasons.security reasons.

Credit and debit cards bearing radio frequency Credit and debit cards bearing radio frequency identification, or RFID, chips. identification, or RFID, chips.

McDonald’s, KFC and Taco Bell among those that have already adopted McDonald’s, KFC and Taco Bell among those that have already adopted the use of RFID chips. the use of RFID chips.

It is predicted that this would cut up to 20 seconds from a typical It is predicted that this would cut up to 20 seconds from a typical transaction at a fast-food restaurant's drive-through windowtransaction at a fast-food restaurant's drive-through window

TYPE OF CONTACTLESS TYPE OF CONTACTLESS CARD WITH RFID CHIPSCARD WITH RFID CHIPS

COMPANIES ACCEPTING COMPANIES ACCEPTING THEM THEM

Mastercard’s PayPassMastercard’s PayPass McDonald’sMcDonald’s

Subway Subway

JPMorgan Chase’s BlinkJPMorgan Chase’s Blink Arby’sArby’s

KFC KFC

American Express’ American Express’ ExpressPayExpressPay

Carl’s Jr. Carl’s Jr.

Should Wendy’s make Changes to its Current Should Wendy’s make Changes to its Current Target Markets or Product Line Offerings?Target Markets or Product Line Offerings?

Wendy’s should not make changes to their existing target market Wendy’s should not make changes to their existing target market segments. As the presentation data explains, Wendy’s is already covering segments. As the presentation data explains, Wendy’s is already covering approximately 90% of existing consumer targets: young adults, children, approximately 90% of existing consumer targets: young adults, children, young families and baby boomers. young families and baby boomers.

Consumer market research says that there is one group Wendy’s has not Consumer market research says that there is one group Wendy’s has not targeted, women. Harry Blazer of NPD Group says, “Where is the burger targeted, women. Harry Blazer of NPD Group says, “Where is the burger directed toward women?” Wendy’s should be very careful about directed toward women?” Wendy’s should be very careful about marketing aimed specifically at women. After all, hamburgers, not salads, marketing aimed specifically at women. After all, hamburgers, not salads, are the most popular entrée ordered by both men and women.are the most popular entrée ordered by both men and women.

There is no immediate need for Wendy’s to change it’s product offering. There is no immediate need for Wendy’s to change it’s product offering. They are innovators of new products, and have a couple of new They are innovators of new products, and have a couple of new sandwiches being researched now. The company is also looking to re-sandwiches being researched now. The company is also looking to re-introduce breakfast, which is the only product area they are lacking in.introduce breakfast, which is the only product area they are lacking in.

REFERENCESREFERENCES http://www.cfsan.fda.gov/~dms/qa-lab15.htmlhttp://www.cfsan.fda.gov/~dms/qa-lab15.html http://www.clarionledger.com/apps/pbcs.dll/article?AID=/20050807/http://www.clarionledger.com/apps/pbcs.dll/article?AID=/20050807/

COL0101/508070401/1146COL0101/508070401/1146 http://www.duclarion.com/media/paper481/news/2005/01/11/Business/http://www.duclarion.com/media/paper481/news/2005/01/11/Business/

Wendys.Offers.LateNight.Snacks-832316.shtmlWendys.Offers.LateNight.Snacks-832316.shtml http://www.findarticles.com/p/articles/mi_qa3642/is_200109/ai_n8958167http://www.findarticles.com/p/articles/mi_qa3642/is_200109/ai_n8958167 http://www.health.gov/dietaryguidelines/dga2005/document/html/brochure.htm#b7http://www.health.gov/dietaryguidelines/dga2005/document/html/brochure.htm#b7 http://msnbc.msn.com/id/5437151/http://msnbc.msn.com/id/5437151/ http://www.wendys.com/food/index.jsphttp://www.wendys.com/food/index.jsp Fast-Food Face-Off, June 06, 2005, www.time.com/insidebizFast-Food Face-Off, June 06, 2005, www.time.com/insidebiz Boyle, Matthew, “Can you really make fast food healthy?”, Fortune, 8/9/2004Boyle, Matthew, “Can you really make fast food healthy?”, Fortune, 8/9/2004 Galuszka, Peter, “Can Wendy’s Sizzle Again?” BusinessWeek Online. Galuszka, Peter, “Can Wendy’s Sizzle Again?” BusinessWeek Online.

http://www.businessweek.com/1999/99_44/b3653150.htmhttp://www.businessweek.com/1999/99_44/b3653150.htm [Accessed September 05, 2005] [Accessed September 05, 2005] Gorman, Brian, “McDonald’s New Duds” [Accessed September 06, 2005]Gorman, Brian, “McDonald’s New Duds” [Accessed September 06, 2005] Hein, Kenneth, “Fast Food”, Media Week, 04/25/2005Hein, Kenneth, “Fast Food”, Media Week, 04/25/2005 Horovitz, Bruce, “Fast food could soon mean fast fruit as chains test…”, USA Today, Horovitz, Bruce, “Fast food could soon mean fast fruit as chains test…”, USA Today,

11/8/200411/8/2004 Houghton, Shannon, “Fast Food” The Florida Times – Union, June 26, 2005Houghton, Shannon, “Fast Food” The Florida Times – Union, June 26, 2005 Kuykendall, Lavonne, “KeyBank Touting Paypass Debit for Small Buys” American Banker, Kuykendall, Lavonne, “KeyBank Touting Paypass Debit for Small Buys” American Banker,

8/18/20058/18/2005 Liddle, Alan J., “BK franchise supports card processing, betters data handling using satellite” Liddle, Alan J., “BK franchise supports card processing, betters data handling using satellite”

Nation’s Restaurant News . September 12, 2005. [Accessed September 14, 2005]Nation’s Restaurant News . September 12, 2005. [Accessed September 14, 2005]

REFERENCESREFERENCES Lindenmayer, Isabelle, “Fast Food Embraces, Hesitant on Contactless”, American Lindenmayer, Isabelle, “Fast Food Embraces, Hesitant on Contactless”, American

Banker, 8/4/2005Banker, 8/4/2005 Lockyer, Sarah E., “Food fight: Battle for Consumer Dollars Rages On”, Nation’s Lockyer, Sarah E., “Food fight: Battle for Consumer Dollars Rages On”, Nation’s

Restaurant News. [Accessed on September 05, 2005]Restaurant News. [Accessed on September 05, 2005] MaCarthur Kate, “Michelle Fedurek”, Advertising Age, 9/29/2003MaCarthur Kate, “Michelle Fedurek”, Advertising Age, 9/29/2003 MaCarthur Kate, “Rowden grabs Wendy’s collar, yanks it forward”, Advertising MaCarthur Kate, “Rowden grabs Wendy’s collar, yanks it forward”, Advertising

Age,, 6/27/2005Age,, 6/27/2005 Mallas, Steven, “Oh, No, Not the Fries” Yahoo Finance. August 30, 2005 Mallas, Steven, “Oh, No, Not the Fries” Yahoo Finance. August 30, 2005

http://biz.yahoo.com/fool/05/08/30/112541817208.html?.v=1&printer=1http://biz.yahoo.com/fool/05/08/30/112541817208.html?.v=1&printer=1 [Accessed [Accessed September 06, 2005]September 06, 2005]

McDonald, Soraya, “GA Credit-Card Holders ‘Blink’ Cards”, Business News, McDonald, Soraya, “GA Credit-Card Holders ‘Blink’ Cards”, Business News, 05/25/2005 05/25/2005

McDonaldization, McDonaldization, www.goldernessays.com/free_essays/mcdonaldizationwww.goldernessays.com/free_essays/mcdonaldization O’Hern, Emily, “Trends in U.S. Retail Food and Food Service Industry”, O’Hern, Emily, “Trends in U.S. Retail Food and Food Service Industry”,

International Strategic Marketing Group, Processed Products Division, Foreign International Strategic Marketing Group, Processed Products Division, Foreign Agricultural Service Newsletter [Accessed September 05, 2005]Agricultural Service Newsletter [Accessed September 05, 2005]

Tatge, Mark, “Where is the Beef?”, Forbes, 9/20/2004Tatge, Mark, “Where is the Beef?”, Forbes, 9/20/2004 Wendy’s Finds Its Voice After Dave, March18, 2002, www.forbes.com/2002/03/18Wendy’s Finds Its Voice After Dave, March18, 2002, www.forbes.com/2002/03/18