In an interview with The Associated Press, CEO Emil Brolick said the current logo had served the company well for the past three decades, but that it was time for an update. Brolick said he was encouraged by consumer feedback in testing dozens of new logo variations over the past several months.
Wendy's new logo is the fifth update since the company was first launched in 1969. The Dublin, Ohio-based fast food is facing increased competition from new franchise outlets that are offering variations to the traditional hamburger, fries and a milkshake which is what Wendy's is well known for. Some of these competitors includes Chipotle, which offers Mexican fast-food, and Panera Bread which has a selection of artisan breads, sandwiches and soups.
Ultimately, Brolick wants the company to be seen as a "top-end" fast-food chain - better quality than McDonald's, but perhaps not at the same level as Panera.
Wendy's push has intensified since Brolick came on as CEO about a year ago, according to the AP report. In addition to raising perceptions about its food, Brolick is focusing on renovating outdated restaurants with a look that features natural lighting, flat-screen TVs and a variety of seating options, including cushy chairs in nooks.
What do you think of Wendy's new logo?
