Wendy’s intends to plough up to $25m into digital developments in a bid to future-proof its bran, the company has said.
The fast food chain plans to invest a sum of $15m to support its previously announced digital experience organization with the hope of modernizing the company’s digital platforms.
As a result of this, Wendy’s hopes it will set up the fast food brand up for long-term success and show differentiation in the market.
Alongside this, there is a proposed one-off payment of $10m which will be made to fund digital scanning equipment on behalf of the North American system to help support its “seamless” customer experience.
It stated: “With these investments, the company believes it can drive an acceleration of growth for the brand into the future.”
The report also showed that Wendy’s opened 159 global restaurant openings last year, an increase of 77 net new restaurants. This represented approximately 1.2% of overall global net new restaurant growth in 2018.
Looking ahead, the company expects the 2019 global net new restaurant growth of approximately 1.5%.
Todd Penegor, president and CEO, said: “We are proud of the progress we made in 2018 to strengthen our brand by ensuring more customers enjoy Wendy’s more often including expanding our number of restaurants, reimaging existing restaurants, and executing a well-balanced marketing approach that strives to drive profitable growth for our franchisees.
“In 2019 we will continue to build our foundation for growth by executing a balanced marketing approach that resonates with today’s consumer, driving operational excellence across the organization, investing in our consumer-facing digital capabilities and further developing our global growth strategy.”