Wendy's Restaurants
Wendy's shares 2nd place in the Canadian fast food market with Burger King. The company has been floundering ever since the campaign that featured Dave Thomas (the founder of Wendy's) was terminated. Wendy's is trying to reposition itself as a higher quality fast food. They have lost their price conscious customers to competitors MacDonald's and Burger King, both of whom are offering cheaper menus. Numerous campaign ideas have been tried but none have clicked. Wendy's is looking for a new marketing communications strategy that will build its image and drive traffic to the restaurants.