Wendy's pigtails get first touchup since 1983

Wendy's pigtails get a tweak for first time since 1983; part of hamburger chain's overhaul

Associated Press
Wendy's pigtails get first touch-up since 1983
.

View photo

This undated image provide by Wendy's shows the fast food company's new logo. For the first time since 1983, the Dublin, Ohio-based fast food company is updating its logo in a move intended to signal its ongoing transformation into a higher-end hamburger chain. Instead of the boxy, old-fashioned lettering against a red-and-yellow backdrop, the pared down new look features the chain’s name in a casual red font against a clean white backdrop. (AP Photo/Wendy's)

NEW YORK (AP) -- Wendy's pigtails are getting a tweak.

For the first time since 1983, the Dublin, Ohio-based fast food company is updating its logo in a move intended to signal its ongoing transformation into a higher-end hamburger chain.

Instead of the boxy, old-fashioned lettering against a red-and-yellow backdrop, the pared down new look features the chain's name in a casual red font against a clean white backdrop. An image of the smiling, cartoon girl in red pigtails floats above — though this girl looks more vivid and not quite as childlike.

In an interview with The Associated Press, CEO Emil Brolick said the current logo had served the company well for the past three decades, but that it was time for an update. Still, Brolick said he was encouraged by consumer feedback in testing dozens of new logo variations over the past several months.

"When we pushed things too far. They very much reeled us back," he said, noting that it showed just how attached people are to the brand.

It's only the fifth logo update since founder Dave Thomas opened the first Wendy's in 1969, and perhaps the most significant. The makeover comes as the chain known for its square burgers and chocolate Frosty shakes struggles to redefine itself in the face of intensifying competition from the likes of Panera Bread Co. and Chipotle Mexican Grill Inc., which are seen as a step up from traditional fast food.

Wendy's push has intensified since Brolick came on as CEO about a year ago. In addition to raising perceptions about its food, Brolick is focusing on renovating outdated restaurants with a look that features natural lighting, flat-screen TVs and a variety of seating options, including cushy chairs in nooks.

The idea is to create a more inviting atmosphere where consumers feel they can relax. Starting in March, Wendy's says the updated logo will start appearing on newly built and renovated restaurants.

It's still far from clear whether Wendy's broader reinvention will succeed. But sales at its restaurants open at least a year have edged up for the last five quarters. Craig Bahner, the company's chief marketing officer, notes that all brands need to evolve.

"It's a tangible signal of change," Bahner said.

The Wendy's name and original logo were inspired by founder Dave Thomas' daughter, whose real name is Melinda Lou (her siblings couldn't pronounce her name when they were younger, so they called her "Wenda," which turned into "Wendy").

Thomas thought the name conjured the image of the wholesome hamburger restaurant he dreamed of opening.

In his book "Dave's Way," Thomas recalls how the family dressed up Wendy, then 8 years old, in a blue-and-white striped dress for the opening of the first location. To make her pigtails stick out, they put pipe cleaners in her hair. That's roughly the image of the little freckle-faced girl in the logo.

In undertaking the redesign, the company realized there were three key elements that had to be preserved; the image of the little girl, the color red and the way the "Wendy's" font swerves up — what executives call "the wave."

In the new logo, Bahner notes that Wendy's pigtails peek out from the oval frame, bringing her forward and making her more dynamic. It will be part of the new restaurant design that Wendy's is looking to expand to its roughly 6,000 locations in North America.

Brolick has noted that the revamps "enhance all dimensions of the Wendy's experience" and that renovated locations see a 25 percent bump in sales. By 2015, Wendy's plans to have half its 1,425 company-owned locations renovated.

Ultimately, Brolick wants the company to be seen as a "top-end" fast-food chain — better quality than McDonald's, but perhaps not at the same level as Panera.

"Our goal is to be a five-star restaurant at a three-star price," he said.

Building on the introduction of its sweet baked potato and Bacon Portabella Melt cheeseburger this year, the company is now looking at introducing whole wheat buns and flatbreads. Brolick says those type of ingredient tweaks can have a big impact on perceptions about the healthfulness and quality of the chain's food.

The changes are even extending to employee uniforms, which will be updated next year to have a more tailored look.

The early feedback is positive and Brolick says workers like them — so much so that they would no longer feel uncomfortable wearing them outside the restaurant.

___

Follow Candice Choi at www.twitter.com/candicechoi

Rates

View Comments (3122)

Recommended for You

  • Tycoon buys 30 Rolls-Royces for Macau hotel

    A Hong Kong tycoon has placed the biggest ever order for Rolls-Royce cars, agreeing to buy 30 Phantoms to chauffeur guests at a luxury resort he's building in the global gambling capital of Macau. Stephen Hung's $20 million purchase surpasses the 14 Phantoms bought by Hong Kong's Peninsula Hotel in…

    Associated Press
  • Enjoy this refreshing Triple Play offer!

    Get FIOS TV Mundo starting at $79.99/mo. w/ no annual contract + 2-yr. price guarantee. Or sign for 2 yrs. & get a $300 prepaid Visa. Click here.

    AdChoicesVerizon FiOS ®Sponsored
  • Tycoon's arrest sends shock wave through Russia

    Tycoon's arrest sends shock wave through Russia MOSCOW (AP) — The arrest of a Russian telecoms and oil tycoon has sent shock waves through the country's business community, with some fearing a return to the dark days of a decade ago, when the Kremlin asserted its power by imprisoning the country's…

    Associated Press
  • Before You Buy Alibaba, Check Out 4 Top China Stocks

    Before You Buy Alibaba, Check Out 4 Top China Stocks While investors gear up for Alibaba Group 's (BABA) hotly anticipated initial public offering, don't forget about other Chinese stocks that are worth keeping an eye on. Today's Young Guns Screen of

    Investor's Business Daily
  • Costco Stores in Canada to Stop Taking American Express

    “The credit card relationship between American Express and Costco Wholesale Canada will not be renewed when it expires” on Dec. 31, the company said today in an e-mail to Canadian customers. The message was attributed to Lorelle Gilpin, vice president of marketing and membership for Costco…

    Bloomberg
  • "The Retiree Next Door": How successful retirees stretch their savings

    "The Retiree Next Door": How successful retirees stretch their savingsBy the time she hit her late 40s, Toni Eugenia wasn’t sure she would ever be able to retire. Eugenia, 56, a pharmacy technician who lived in Houston, was nearly $200,000 in debt and

    Yahoo Finance
  • As Fed takes baby steps, Cramer's trick for profit

    In turn, Cramer says making money in the market, involves looking at the environment through the lens of the Fed. "The trick is to remember that they speak for the common person," Cramer said. "The Fed wants the common person to make money." With that backdrop always in mind, Cramer says it becomes…

    CNBC
  • CNBC Anchor Calls Out Fed-Hater Bill Fleckenstein In Startling Shouting Match

    CNBC Bill Fleckenstein of Fleckenstein Capital appeared on CNBC's Futures Now program on Tuesday. Futures Now host Jackie DeAngelis came out swinging, asking Fleckenstein right at the top if he was willing to admit that he had misunderstood monetary policy. Sounding taken aback, Fleckenstein…

    Business Insider
  • Beanie Babies creator's sentence debated in court

    Beanie Babies creator's sentence debated in court CHICAGO (AP) — Federal prosecutors seeking to put the billionaire creator of Beanie Babies in prison for hiding millions in Swiss bank accounts told appellate court judges Wednesday that the toymaker's sentence of probation threatens to erode the…

    Associated Press
  • Play

    Citi, Bank of America Offer Discounted Mortgages

    Citigroup and Bank of America will offer mortgages at discounted interest rates to help borrowers with low incomes or subprime credit. AnnaMaria Andriotis joins MoneyBeat. Photo: Getty.

    WSJ Live
  • Apple to unveil new iPads, operating system on Oct. 21 : report

    The company plans to unveil the sixth generation of its iPad and the third edition of the iPad mini, as well as its operating system OS X Yosemite, which has undergone a complete visual overhaul, the Internet news website said. Trudy Muller, a spokeswoman for Apple, declined to comment. The iPad is…

    Reuters
  • Gilead Stock Is Falling On These Drug Setbacks

    Gilead Stock Is Falling On These Drug Setbacks Gilead Sciences (GILD) shares are backsliding Wednesday on news that the patient drop-out rate for hepatitis C drug Sovaldi is quadruple that of clinical trials. In addition, the biotech's Phase 2 study results

    Investor's Business Daily
  • Here's What Mark Cuban Wishes He Knew About Money In His 20s

    Cuban is the owner of the Dallas Mavericks basketball team. Billionaire investor and entrepreneur Mark Cuban is generous with his advice. When we asked him what he wishes he'd known about money in his 20s, he said:

    Business Insider
  • Margaritaville casino owners seek bankruptcy

    The owner of Biloxi's Margaritaville casino has filed for Chapter 11 bankruptcy protection Tuesday, only hours before a hearing where the landlord aimed to seize the property. The filing by MVB Holding LLC in U.S. Don Dornan, a lawyer for landlord Clay Point LLC, said the company had planned to ask…

    Associated Press
  • Accomplish your career goals

    At Capella University, you can learn the skills you need to succeed. Why wait another day? Get started today.

    AdChoicesCapella UniversitySponsored
  • Embraer to sell 50 E-175 jets to Republic in $2.1 billion deal

    Brazil's Embraer SA, the world's third largest commercial planemaker, said on Wednesday it booked a firm order from U.S. The deal, which will be included in Embraer's order book for the third quarter, is valued at $2.1 billion, the planemaker said in a securities filing. The planes will be operated…

    Reuters
  • Play

    What the Fed Meeting Means for Bonds

    Janet Yellen & Co. are expected to hint at their timetable for raising interest rates. Here's how investors should prepare ahead of the meeting.

    WSJ Live
  • SHOE COMPANY: Our CEO Just Disappeared And Most Of The Money Is Gone

    "and like that: he's gone." This is an actual headline from a company press release: "CEO and COO disappeared, most of the company's cash missing." (Via FastFT) In a statement, German-based shoe company Ultrasonic said its CFO,  Chi Kwong Clifford Chan, has been unable to reach the company's CEO,…

    Business Insider
  • Don't buy Alibaba stock: 'Dean of Valuation'

    Investors should steer clear of Alibaba , valuation expert Aswath Damodaran said Wednesday. On CNBC's " Fast Money ," Damodaran, a professor of finance at New York University's Stern School of Business, noted that he was looking at Alibaba stock from the perspective of a long-term investor, not a…

    CNBC
  • Billionaire Investor Says Chinese People Work Harder And Western Companies Could Face Deep Trouble After Alibaba IPO

    Michael Moritz, the chairman of VC firm Sequoia Capital, is a huge fan of Chinese internet companies and reiterated his enthusiasm for the Chinese market in an interview with The Wall Street Journal Wednesday. The billionaire investor described the Alibaba IPO as a “major landmark event” that is as…

    Business Insider
  • Top Analyst Upgrades and Downgrades: AEP, BHP, GE, Incyte, 3M, Tyco, Under Armour and More

    Top Analyst Upgrades and Downgrades: AEP, BHP, GE, Incyte, 3M, Tyco, Under Armour and More Stocks were firm on Wednesday morning ahead of the FOMC meeting outcome. Tuesday’s rally may have sparked higher interest again, and investors are looking for bargains

    24/7 Wall St.
  • 1 Tip To Lose Belly Fat

    It's Hollywood's Hottest Diet And Gets Rid Of Stubborn Fat Areas Like Nothing Else.

    AdChoicesagoodcooksSponsored
  • 6 Things Debt Collectors Wish You Knew

    The work debt collectors do is not popular, and has become increasingly derided by those who don’t like what we do or simply don’t know the facts about debt collection. Too often, debt collection is painted with a broad brush to create a portrait that isn’t accurate, and doesn’t properly educate…

    Credit.com