Wendy's CMO shares ingredients for brand transformation
Published: 2013-04-10
Wendy’s makeover goes much deeper than a new advertising campaign, logo and the usual aesthetics.
The brand transformation, led by Fisher alumnus, Craig Bahner, the company’s chief marketing officer, has touched every aspect of the company, from the restaurant’s architecture and counter service to the rollout of new menu items and social media strategy.
Bahner, who spoke to Fisher MBAs, gave an overview of the company’s transformation and a taste of some of the new food items from the quick service restaurant during the Cullman Executive Luncheon Series.
According to Bahner, the company no longer considers its historic rivals, McDonald’s and Burger King, its main competition. A newer restaurant segment, fast casual chains such as Panera, has lured consumers who have traditionally favored Wendy’s for the quality of the restaurant’s food, he said.
Wendy’s is winning in some of the new categories, he said.
“We are number one in salads over Panera,” Bahner said. “We are giving our customers a fast casual experience at fast food prices.”
Wendy’s most recently introduced flatbread chicken sandwiches. In an unorthodox move for the company, Bahner selected popular lifestyle bloggers from as far away as California and New York and invited them to test kitchens at Wendy’s headquarters in Dublin, Ohio. The bloggers were given an opportunity to sample the new sandwiches, as well as other items, and had free reign to write about their experiences on April 2, the day after the national rollout of the new menu item.
The company is also engaging social media through a Twitter daily sweepstakes, giving consumers an opportunity to win $1,000 for uploading images of the new flatbread sandwiches.
“It’s all about consumer engagement and we are proactively doing it,” Bahner said. “We had to be willing to take risks.”
Before joining Wendy’s, Bahner spent 20-years at Procter & Gamble. Bahner served as vice president, Northeast Asia Fabric and Home Care; and marketing director, North America Fabric Care, where he was responsible for marketing programs for P&G’s U.S. laundry business. Prior to joining P&G, Bahner worked for the Sportsman’s Market, Inc. and the Pillsbury Co.
