35 pages, May 2016
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Wendy’s worked to improve its global performance on two fronts in 2015, making over its brand positioning in the US and broadening its international presence as an investment in long-term growth. Despite tough domestic competition, Wendy’s enjoyed a boost in sales toward the end of 2015 with its “4 for $4” value deal in the US, and will look to better compete with more premium chains without sacrificing value-end pricing. Wendy’s will need to prioritise expansion into high growth markets.
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