Wendy's faced challenges with too many summer promotions that created execution difficulties and sent mixed messages to customers. Interim CEO Ken Cook stated that having multiple priorities diluted focus, learning from the experience. As a result, Wendy's plans to simplify its promotional approach for the remainder of 2025, emphasizing chicken innovation and a new beverage lineup. In Q2, the fast-food chain reported earnings per share of $0.29, exceeding expectations, although revenue fell slightly at $560.9 million. While visit numbers were down year-on-year, they improved compared to the previous quarter, and stock shares rose following the earnings report.
Wendy's experienced too many promotions during the summer, leading to ineffective execution and mixed messages to customers, prompting a simplification of its promotional calendar.
Interim CEO Ken Cook indicated the company would focus on chicken innovation and improve messaging consistency, evidencing a learning curve from previous strategies.
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