Sources:

http://www.dailyfinance.com/2012/10/11/wendys-pigtails-get-first-touch-up-since-1983/

After reading Eli’s blog post on Wendy’s brand re-imaging, I partially disagree his opinion. I think there is a driving force for Wendy’s undergoing change of image, that is: people’s increasing appeal toward “healthy food choices”. With increasingly more studies proving the unhealthiness of fast-food, and people’s growing awareness toward health issues, it is likely that the fast food industry may experience a decline in demand in the future. However, it is certain fast food is never going to diminish completely. However, Wendy, sets itself apart from the rest in the category by re-positioning its brand in consumer’s mind as a “healthier” fast food restaurant. To prove the changes it’s making. Wendy begins to gradually add healthy elements, such as whole grain bread, to its burger choices.

However, I would suggest Wendy to do more than what it’s currently doing. In addition to redesigning logo and changing food options, Wendy should consider doing more promotions and marketing to spread the words. Inform people of the change is the key. Although I do agree with Eli’s point that people have already formed an unhealthy fast-food impression with Wendy. Changing people’s perceptions is always the hardest thing to do, and it often takes time. However, overtime, it’s going to work. And the people’s new “impression” of Wendy is going to become a big advantage Wendy has over other fast-food restaurants, such as Buger King and MacDonald.