NEW YORK (AP) — Wendy’s pigtails are getting a tweak.
For
the first time since 1983, the Dublin, Ohio-based fast food company is
updating its logo in a move intended to signal its ongoing
transformation into a higher-end hamburger chain.
Instead of the
boxy, old-fashioned lettering against a red-and-yellow backdrop, the
pared down new look features the chain’s name in a casual red font
against a clean white backdrop. An image of the smiling, cartoon girl in
red pigtails floats above — though this girl looks more vivid and not
quite as childlike.
In an interview with The Associated Press, CEO
Emil Brolick said the current logo had served the company well for the
past three decades, but that it was time for an update. Still, Brolick
said he was encouraged by consumer feedback in testing dozens of new
logo variations over the past several months.
"When we pushed
things too far. They very much reeled us back," he said, noting that it
showed just how attached people are to the brand.
It’s only the
fifth logo update since founder Dave Thomas opened the first Wendy’s in
1969, and perhaps the most significant. The makeover comes as the chain
known for its square burgers and chocolate Frosty shakes struggles to
redefine itself in the face of intensifying competition from the likes
of Panera Bread Co. and Chipotle Mexican Grill Inc., which are seen as a
step up from traditional fast food.
Wendy’s push has intensified
since Brolick came on as CEO about a year ago. In addition to raising
perceptions about its food, Brolick is focusing on renovating outdated
restaurants with a look that features natural lighting, flat-screen TVs
and a variety of seating options, including cushy chairs in nooks.
The
idea is to create a more inviting atmosphere where consumers feel they
can relax. Starting in March, Wendy’s says the updated logo will start
appearing on newly built and renovated restaurants.
It’s still far
from clear whether Wendy’s broader reinvention will succeed. But sales
at its restaurants open at least a year have edged up for the last five
quarters. Craig Bahner, the company’s chief marketing officer, notes
that all brands need to evolve.
"It’s a tangible signal of change," Bahner said.
The
Wendy’s name and original logo were inspired by founder Dave Thomas’
daughter, whose real name is Melinda Lou (her siblings couldn’t
pronounce her name when they were younger, so they called her "Wenda,"
which turned into "Wendy").
Thomas thought the name conjured the image of the wholesome hamburger restaurant he
dreamed of opening.
In
his book "Dave’s Way," Thomas recalls how the family dressed up Wendy,
then 8 years old, in a blue-and-white striped dress for the opening of
the first location. To make her pigtails stick out, they put pipe
cleaners in her hair. That’s roughly the image of the little
freckle-faced girl in the logo.
In undertaking the redesign, the
company realized there were three key elements that had to be preserved;
the image of the little girl, the color red and the way the "Wendy’s"
font swerves up — what executives call "the wave."
In the new
logo, Bahner notes that Wendy’s pigtails peek out from the oval frame,
bringing her forward and making her more dynamic. It will be part of the
new restaurant design that Wendy’s is looking to expand to its roughly
6,000 locations in North America.
Brolick has noted that the
revamps "enhance all dimensions of the Wendy’s experience" and that
renovated locations see a 25 percent bump in sales. By 2015, Wendy’s
plans to have half its 1,425 company-owned locations renovated.
Ultimately,
Brolick wants the company to be seen as a "top-end" fast-food chain —
better quality than McDonald’s, but perhaps not at the same level as
Panera.
"Our goal is to be a five-star restaurant at a three-star price," he said.

Building
on the introduction of its sweet baked potato and Bacon Portabella Melt
cheeseburger this year, the company is now looking at introducing whole
wheat buns and flatbreads. Brolick says those type of ingredient tweaks
can have a big impact on perceptions about the healthfulness and
quality of the chain’s food.
The changes are even extending to employee uniforms, which will be updated next year
to have a more tailored look.
The
early feedback is positive and Brolick says workers like them — so much
so that they would no longer feel uncomfortable wearing them outside
the restaurant.
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Follow Candice Choi at www.twitter.com/candicechoi

Copyright 2012 The Associated Press.