Twenty-seven years ago, Wendy's asked consumers, “Where's the beef?” Now, the company is answering that question with its revamped catchphrase “Here's the beef!”
Many fast-food companies have recently altered their marketing practices and their images. In July, McDonald's held a live webcast to unveil the company's healthier nutritional guidelines, such as lower sodium levels, smaller portion sizes of fries for children, and more fruit products. Last month, Burger King decided to get rid of its king mascot to focus its advertising and marketing more on its food. As of Sunday, Wendy's joined the race by re-airing segments of its decades-old “Where's the beef?” commercials online and on TV.
Wendy's has struggled on and off with sales and revenue for the last few years. In the fall of 2009, the company kicked off the “You Know When It's Real” campaign, promoting its bacon products like the “Baconator” burger, but the $75 million campaign failed to boost store sales in North America. Last August, Forbes.com reported that the fast-food company's stores saw a revenue drop of 1.3% to $607 million in the second quarter, while same-stores sales decreased 1.7%. During Q2 2011, Wendy's same-store sales increased 2.3% and its revenue grew by $15.1 million year-on-year to $622.5 million.
Although the company's recent moves weren't dramatic, perhaps reintroducing the “Where's the beef?” campaign is the right move, especially since Wendy's has launched a new line of burgers, the “Dave's Hot 'N Juicy Cheeseburger.” The company also just named Emil Brolick as president and CEO, replacing Roland Smith. Maybe with the expertise of Brolick, who has decades of experience in the fast-food industry, Wendy's and its new campaign will see success.