How Wendy's Plans to Win The Burger Market


Up 50% since January, shares of The Wendy's Company have done amazingly well this year, outperforming McDonald's Corporation and Burger King Worldwide by a great margin.

With 6,000 locations worldwide, Wendy's is still far away from reaching McDonald's huge scale of operations. However, constant menu improvements, a quick drive-thru service, engaging marketing campaigns in Facebook and Twitter, and several other strategic initiatives are causing Wendy's top line to increase rapidly.The company, which just last year edged out Burger King for the first time ever as America's second largest hamburger chain, seems decided to win the war for the burger market against McDonald's. Will Wendy's strategy work?

The plan

Source: Wendy's September 2013 Investor Presentation

McDonald's and Burger King won't be quiet

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Fool contributor Victoria Zhang has no position in any stocks mentioned. The Motley Fool recommends Burger King Worldwide and McDonald's. The Motley Fool owns shares of McDonald's. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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Originally published