Feast of Legends

Background

Wendy’s, the No. 3 burger quick service burger restaurant (QSR) chain in America was founded in 1969 in direct opposition to the QSR category. Most notably represented in Wendy’s use of fresh beef, when the majority of the category opted for frozen. However, 50 years later most consumers view all fast food restaurants as the same. Which is problematic when mealtime decisions are made impulsively. When hunger comes calling, consumers think of their competitors first, and Wendy’s third.