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Wendy’s embraces more modern look; 200 remodels planned for 2013


Dublin, Ohio -- Wendy’s is getting a makeover. On Feb. 25, the company will unveil its new, more contemporary-looking logo in advertising, on product packaging, crew uniforms, new restaurant signage, menuboards and digital assets.

The updated logo is in sync with the company’s new “Image Activation” restaurant environment, whose bold, sleek, ultra-modern look is designed to enhance the customer experience. Features include lounge seating with fireplaces, flat-screen TVs, Wi-Fi and digital menuboards. (San Francisco-based Tesser worked with Wendy's on the rebranding and new store design.)

As of Jan. 31, 2013, more than 75 restaurants were reimaged or newly constructed to the new format. Another 200 reimages are planned this year throughout North America and new designs are under way in international markets.

The goal is to remodel 50% of company restaurants in North America by the end of 2015. Average sales volumes for Image Activation restaurants have increased more than 25% over the prior year, according to the company.

"Every brand evolves over time to maintain relevance with consumers," said Craig Bahner, CMO, Wendy’s. "We're transforming our brand to signal a new dynamic company that's listening and responding to consumer needs."

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