wendy's report

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CONTENT1. INTRODUCTION .. 022. OBJECTIVE .. 023. DATA PLAN ANALYSIS .. 034. DATA ANALYSIS .. 04

- METHODOLOGY- PLAN OF DATA ANALYSIS

5. RESULTS FROM DATA ANALYSIS 066. MARKET ANALYSIS 127. SWOT ANALYSIS .138. FINAL OBJECTIVE RESULTS ..179. LIMITATION AND RISK .. 2010.CONCLUSIONS AND RECOMMENDATION . 24

- CONCLUSIONS- RECOMMENDATION FOR FUTURE STUDY

11.REFERENCES 26


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INTRODUCTION

Wendys is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we

can find companies that compete in different segments, such as Burger, Sandwich,

Snacks/Drinks, Chickens as well as Pizza are important. Each restaurant is in high competition

with other fast food service operations within some Specific area. These quick and fast food

service restaurants are high in competitiveness and include well established competitors.

Product Quality, variety of Products, convenience Stores/Restaurants, price of food and value

of food products offered, locations, quality and speed of service are the competitive key

advantages.

By system wide sales, Wendys Company is the number 4 in the America; behind McDonalds,

Subway and Burger King. For the year 2010, it has almost 6.000 restaurants (owns or franchises)

and approximately $ 8, 3 billion in sales.

Wendys is recognized as a traditional brand with quality food and service, great taste, with

focus on fresh never frozen ground beefs that offers burgers and fries as well as alternative

items such as baked potatoes , chili and salad, they have a standard menu featuring hamburgers

and chicken breast sandwiches.

Objective

Our key Objective for the market research is to find out the following:

The perception of Toronto Downtown area public and University students towards

Wendys Fast Food Restaurant.

Position of Wendys Fast Food Restaurant in the minds of target market.

What percent of market captured by Wendys in Toronto Downtown area?

Data plan analysis


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For analyzing the results, a data preparation process will be used. This includes the checking of

Questionnaires, editing and reviewing the questionnaire, response codding, transcribing the

obtained data, data cleaning for the consistency checks and checking of various missing

responses of respondent, statistical adjustment of various data and selection of various data

analysis strategy. For following stage we are going to use a wide range of statistical techniques

as: Frequency Distribution as well as Cross Tabulation and Hypothesis Testing. The election

will be related with the variables include, percentages, mean, statistical relevance or high level

of correlation between variables.

Data Analysis and interpretation

The data that we are going for the statistical analysis comes from the survey conducted by us

(Humber students). We are going to use several statistical techniques for the approaches.

a. Methodology

The elements of the Target Population are adult males and females as Elements, the Sampling

units are households, the extent is the Toronto Downtown Wendys restaurant Locations as well


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as college/University locations and the time is the year 2013. To cover this entire area, we used

non-probability sampling technique under which we choose for convenience sampling and

Quota Sampling. The sample size was in the typical ranges between 80 to 100. For this case we

will point a size of 100.

As, our objective of the market research was to find of the perception of the Toronto public and

university students towards Wendys fast food restaurant. So, to find out the results, we will be

using various statistical techniques such as Frequency Distribution to analyze percentages and

relative rankings as well as positions, Cross Tabulations to study relation between variables,

amounts, percentages and significance of the relations, and, finally Hypothesis Testing to prove

our hypothesis.

b. - Plan of Data Analysis

As we mention in the data analysis methodology, the plan was to analyze the 5 Components of

the Marketing Research Problem and test their related Hypothesis with different statistical

technique; we will record the results in several schematics sheets (see appendix C) each of the

applied statics including: number of the marketing research problem component, method of the

selected technique, assumptions, input parameters, sequence of commands, produce outputs,

summary of the results, change or the adjustments needed and comments.

Results from the Data Analysis

1: When you want to have a meal in a fast food restaurant, will Wendys come to your mind as

the first choice?


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According to the survey response for this question, the first restaurant comes to their mind is

Mc Donalds and Subway, Other than, Wendys, KFC, Burger King and others.

2. Which fast food restaurant(s) do you visit most frequently?

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Mc

Donalds

Wendy's Subway Pizza Hut KFC Burger

King

Others

Series 1

Series 1


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According to the survey, mostly people prefer to go Mc Donalds as well as Subway and only 30

percent of population prefer to go Wendys.

3. What type of the promotion you think is using by Wendys to increase the rate of profit?

According to the respondent response, Wendys is best in Happy meals as compare to Lunch,

Deserts and Breakfast.

4. What time of the day do you prefer to eat at Wendys Restaurant?*

0

10

20

30

40

favourate

favourate

0

10

20

30

40

50

Lunch Breakfast Happy Meal Desserts

Series 1

Series 1


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According to the survey, around 40 percent of the target population prefer to have Wendys

burgers during Lunch time.

5. Which type of Wendys promotional advertising catch your eye?*

According to the survey, 70 percent of the respondent like the television advertisement of the

Wendys other than Internet, Billboards and etc.

6. Does the Wendys advertising influence you?

0

10

20

30

40

Breakfast Lunch Dinner Desserts Snacks

Series 1

Series 1

0

10

20

30

40

50

60

70

Internet Newspaper Billboards Posters Magazines TV

Media

Media


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According to the survey, the respondents are actually influenced by the Wendys

advertisement.

7. What do you think about healthy eating at Wendys Restaurant?

Around 60 percent of the target population think that healthy eating at Wendys is a good idea.

YES

NO

GOOD IDEA

BAD IDEA


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8. What is your opinion about introducing low fat, baked and highly nutritious food at Wendys

Restaurant?

9. What is the main reason(s) for you to patronize Wendys? *

10. How much do you usually spend on a meal at Wendys?*

Yes

No

0

5

10

15

Series 1

Series 1


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11.If you chose Wendys, which aspect attracts you the most?*

12.What is your evaluation for Wendys?

Dollars

$0-$10

$10-$20

$20-$40

Above $40

0

2

4

6

8

10

12

14

16

Advertising taste enviornment speed food

Series 1

Series 1


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13.The unlimited re-fill of drinks, Delivery and Drive through service in Wendys is easyand advantages as compare to the other similar fast food restaurants?

0

2

4

6

8

10

12

14

16

Packaging Advertising consumer

Preference

speed Quality

Series 1

Series 1

Yes

No


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14.Thinking about your most recent visit to Wendys, to what level of satisfaction do yourank that visit?*

16. Gender?

Very Poor

Poor

Good

Very GoodExcellent

Male

Female


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17. Age?

18. Monthly income/ allowance.

Below 18

18-25

25-30

Above 30

0-$1000

$1000-2000

$2000-4000

Above $4000


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20. Occupation*

MARKET ANALYSIS:

In the past 5 years, the Fast Food Restaurant industry has grown more than 3.2 percent average

per year. The Companies that had the higher rates of growth were Dunkin Donuts with a 7.8

Students

Executive

Public Sector Worker

Self employed

House Wife

others


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percent, Subway - 7.5 percent and Starbucks - 7.5 percent and McDonalds - 3.9 percent. Except

McDonalds, the other companies are related with Sandwiches, Hot-dogs, Snacks and Drinks.

The chain Subway has focused in the niche of fast food in a healthy way; they become the

default for healthy and fast service meal. Health information is described on their packingmaterial.

Although Dunkin Donuts and Starbucks are in the fast food restaurants, they are not directly

competing in the main meal segment, they are in the beverage and snacks market, but still they

can be considered in the competition. For example Dunkin Donuts has lunch main dishes and

both of them have the completion in the breakfast or in-between meals opportunities. These two

companies are not considered to be the junk and fast food suppliers.

Finally McDonalds is the largest fast food restaurant chain in the US and Canada, with the 23

percent of the market share. They have grown almost 4 percent, and their main strategy is

focused on reinvent product innovation, like real fruit smoothies, new drinks and beverages.

The success in McDonalds sales is related in creating a more attractive menu and environment

in its stores and consumers seeking less expensive food options.

By the other hand, we have the other group of 6 restaurant chains that have grown less that the

average. We can count in this group of worst ones the chains KFC, Burger King and Pizza Hut.

All these brands are related with the traditional fast food industry such as burgers, finger fries,

chickens and various pizzas. More or less they have had administration and management

problems, very less product innovation and do not have any healthy food menus.

Swot analysis

Strength:


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Strong management Atmosphere

GLOBAL BRAND

OPPORTUNITY:


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GLOBAL OPPORTUNITY RECESSION

HEALTHY MENU

WEAKNESS:


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BREAKFAST MENU PROBLEM MANAGEMENT

THREAT:

INCREASING BEEF PRICE


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INTERNAL FACTOR EXTERNAL FACTOR

FAVOURABLE FACTOR

STRENGTH

1. EXPERTMANAGEMENT

2. GLOBAL BRAND3. ATMOSPHERE ADDS

VALUE

OPPORTUNITY

1. INTERNATIONALMARKET

2. ADVANCE INTECHNOLOGY

3. RECESSION

UNFAVOURABLE FACTOR

WEAKNESSES

1. BREAKFAST MENU2. MANAGEMENT

CHANGES

THREATS

1. INCREASE IN BEEFPRICE

FINAL OBJECTIVE RESULT


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Our key Objective for the market research is to find out the following:

The perception of Toronto Downtown area public and University students

towards Wendys Fast Food Restaurant.

Position of Wendys Fast Food Restaurant in the minds of target market.What percent of market captured by Wendys in Toronto Downtown area?

Based on the Reponses received from the survey as well as analysis of the entire data;

Following results are generated for the Final Objective of our Market Survey. We will be

discussing each objective one by one in detail:

RESULT 1: Based on the research, we found that though there are number of fast food

chains are available for customers to have their meal on the go, but still number of

public of downtown area as well as students of various universities and colleges has a

good perception toward the Wendys, as most of them like Wendys for their authentic

taste and Fresh Hams Burger.

The below chart will support our Hypothesis for this objective:

The above chart shows that, around half percent of total population still prefer to have

Wendy food other than Mc Donalds, Burger King, and KFC etc.

0

2

4

6

Wendys Other food chains

Series 1

Series 1


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RESULT 2:The survey results show that the Wendys is positioned in the minds of the

consumer in Bad ways and in Good way. Not all population think that Wendys is good

as compared to other fast food restaurant chains. The below chart will show the

positioning of Wendys in the minds of target market:

This Chart is the result of our Hypothesis for the objective: Positioning of Wendys in the

minds of Target market. In overall target population, we found out that 65 percent of the

people have good positioning of Wendys in their mind. Other than this, there are still 35

percent of the population still have the bad positioning in their mind with regards to

Wendys.

0

10

20

30

40

50

60

70

BAD POSITION GOOD POSITION

Series 1

Series 1


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RESULT 3: Our third and the last objective were to find out the percent of market

captured by Wendys in Toronto Downtown area? With our survey, we found out the

very interesting survey results of the market. Following pie chart will support our

hypothesis:

The above result shows the result that around 40 percent i.e., the major market is

captured by the Mc Donalds itself because of its less price food and drinks as well as

fast service and convenience store. Besides this, Wendys holds the second position as

compare to burger king, Dominos, KFC, taco Bell with capturing 20 percent of the

market of Toronto Downtown area; Whereas, the other fast food chains holds only with

10, 8, 7 percentage of market. Therefore, this shows that Mc Donalds is one of thefavourite fast food chains of Students as well as Downtown public.

Sales

Mc Donald

Wendys

Burger King

Dominos

KFC

Taco bell


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Limitation and Risks

Although this study has kept all the procedures and process of an optimal marketing research

project there are some limitations that can come from potential sources of error like random

sampling errors, that occurs because the particular sample is an imperfect representation of the

population of interest, and non-sampling errors that can be attributed to sources other than

sampling (random or non-random), like errors in the problem definition, approach, scales,

questionnaire design, interviewing methods, and data preparation and analysis

In this particular case, the survey was designed and developed for investigating a wide range of

concerns that Wendys has about their competitors, customers patronage preferences,

customers demographic profiles but not precisely and specifically answer the marketing

research problem defined in this study. Thats why the conclusions have that limitation;

however they continue to be statistically valid.

CONCLUSION


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Wendys is unique when compared to other fast food chains. It is well known for its

quality products since they dont use frozen beef or mass producing food. Wendys use s

high quality New Zealand beef with no preservatives or fillers. Most of the consumers

prefer Wendys because they consider it to be much healthier than the other fast food

chains. Wendys offer more choices when compared to others. They use social media in

order to stay connected with the customers. It is the first fast food chain to launch online

orders. They are planning to remodel their stores which involve lounge seating with

fireplaces so that customers can stay longer. It's the first to offer a Salad Bar, Hot-Stuffed

Baked Potatoes and sugar free iced tea. Wendy's also offers convenience packed freshly

made salads to go. It's the first to offer a 24-hour food service with an on-call 24-hour

delivery service. Its the first fast food chain to sign a Memorandum of Agreement with

DOH in support of DOHs Healthy Lifestyle Campaign.

FUTURE recommendation


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Wendys although being a successful fast food chain need to take adequate steps in

order to face the future challenges. The reformulation of their signature sandwich may

create some problems which should be dealt with new and better products. They should

introduce new offers and variety of products in order to deal with the competition from

its rivals. Wendys should create some health awareness programs and events in order

to get closer with the public instead of completely focusing upon social media

marketing. They could also launch some products which are of lesser price thus

attracting more consumers. Wendys also need to concentrate on new types of salad and

other healthy products which are focused on women and people who is concerned

about health. They need to launch new mobile applications, in order to keep track of

customer feedbacks, to order food, locate stores and quick access to the menu and price.

Wendys should improvise the total ambience and features of the store so that customers

spend more time in their stores.

REFERENCES


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www.aboutwendys.com www.burgerbusiness.com

www.nrn.com

www.wikipedia.org www.dailyfinance.com
http://www.aboutwendys.com/http://www.aboutwendys.com/http://www.burgerbusiness.com/http://www.burgerbusiness.com/http://www.nrn.com/http://www.nrn.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.wikipedia.org/http://www.nrn.com/http://www.burgerbusiness.com/http://www.aboutwendys.com/

wendy's report

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