The Wendy’s Company has launched Project Fresh, a comprehensive strategic plan aimed at revitalizing the brand, reigniting growth, and boosting profitability across its global system.
Key Drivers & Leadership:
Leadership and context: Art Winkleblack, Chairman of Wendy’s, stated that the Board and management are “dissatisfied with the current valuation of the company” and have developed Project Fresh to “create value for our franchisees, employees and shareholders.”
Wendy’s does not currently have a permanent CEO; Ken Cook, the Interim CEO and CFO, is leading the plan alongside Board efforts.
Project Fresh rests on four main pillars:
Brand Revitalization
Strengthening Wendy’s brand identity by leveraging its heritage—quality, authenticity, innovation—and improving how the brand connects with next-generation consumers. The company has contracted Creed UnCo, led by Greg Creed (former CEO of Taco Bell and Yum! Brands), to revamp its marketing strategy using data‑driven and needs-based customer segmentation.
System Optimization
Reallocating resources in the U.S. to drive average-unit volume (AUV) growth. This includes optimizing labor and operating hours across different parts of the day, strengthening franchisee partnerships, and leveraging insights from restaurants it operates directly. Internationally, Wendy’s will continue investing capital in markets where it sees strong unit growth potential.
Operational Excellence
Improving the customer experience overall with better hospitality, more efficient digital systems and equipment, streamlined processes, enhanced training, and technology upgrades.
Capital & Resource Reallocation
Adjusting capital expenditures to align with priorities. For instance, Wendy’s plans to reduce spending on its Build-to-Suit program by roughly US$20 million in 2025, with a larger reduction expected in 2026. The shift aims to free up investment toward marketing, technology, and other areas that support AUV growth. Wendy’s is also working with an independent financial adviser to find further optimization of capital use.
Wendy’s will release more details on Project Fresh during its third-quarter earnings call on November 7, 2025.
