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Case
-
Reference no. 9B18A052
Subject category: Marketing
Authors:
Published by:
Ivey Publishing (2018)
Version:
2018-08-13
Revision date:
18-Sep-2018
Length:
13 pages
Data source:
Published sources

Abstract

In the summer of 2018 in the United States, Wendy's faced an important decision related to its international markets. The company had a small international presence; of its 6,537 restaurants worldwide, only 637 restaurants were located in international markets. The company was faced with a saturated and stagnating US market and fierce competition from a number of fast food rivals, including McDonald's Corporation, Burger King Corporation, and Carl's Jr Restaurants LLC, and the surest path to growth seemed to be an expansion into foreign markets, where fast food was still growing. Wendy's chief executive officer needed to determine which international market(s) to target and how many restaurants to open in each international market.

Topics

International markets; New markets; Fast food; Marketing; International
Location:
Size:
Large
Other setting(s):
2018

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