Wendy’s launches Project Fresh to revitalize brand, reignite profitable growth

GLOBAL – Wendy’s has launched Project Fresh, a comprehensive strategic initiative designed to revitalize the brand, reignite growth, and accelerate profitability across its global restaurant system.

Announced in early October 2025, the plan centers on four core pillars: brand revitalization, system optimization, operational excellence, and capital reallocation.

The company is dissatisfied with its current market valuation and is committed to creating long-term value for franchisees, employees, and shareholders.

“Execution is underway and we are confident that Project Fresh will position Wendy’s as the industry leader, one that guests love, franchisees are proud to operate, and teams are excited to be part of,” said Art Winkleblack, Chairman of the Board.

To strengthen brand relevance, Wendy’s has partnered with Creed UnCo, led by Greg Creed, former CEO of Taco Bell and Yum! Brands.

The consultancy will apply data-driven, needs-based customer segmentation to enhance marketing effectiveness and improve brand distinctiveness.

Ken Cook, Interim CEO and CFO, emphasized the “One Wendy’s” approach: “We’re taking decisive steps together to strengthen our foundation, enhance restaurant performance, and modernize how customers experience the brand.”

System optimization includes reallocating resources to prioritize U.S. average unit volume (AUV) growth and achieve industry-leading restaurant performance.

The company will optimize labor models, adjust operating hours, and adopt a returns-based approach to franchisee investments.

Operationally, Wendy’s will enhance in-store performance through digital tools, employee training, and improved equipment efficiency. The company plans to reduce investment in its Build-to-Suit program by US$20 million in 2025, with further cuts expected in 2026.

These savings will be redirected toward technology, marketing, and hospitality initiatives to support profitable growth.

Internationally, capital will continue to be deployed efficiently to sustain strong net unit growth, with recent market entries in the Middle East and Africa showing promising results.

Wendy’s reported a 52.6% stock decline over the past year due to weaker traffic, rising commodity costs, and wage inflation.

Project Fresh aims to reverse this trend by refocusing on quality, authenticity, and innovation—hallmarks of the brand since its founding in 1969.

With clear execution underway, Wendy’s is positioning itself for a stronger, more sustainable future.

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