STRATEGIC AUDIT: WENDY'S INTERNATIONAL, INC.
The strategic audit of Wendy's International, Inc. is presented in several sections. The sections are as follows:
Organizational structure and control
Wendy's International is the number three fast-food company, following behind McDonald's (number one) and YUM! Brands (number two which owns KFC, Pizza Hut, and Taco Bell brands). Wendy's International operates approximately 6,500 stores in the United States and in other countries under its own name. The company also owns the 2,500 store Tim Horton chain in Canada which has expanded into the United States in New York, Ohio, and Michigan. Most Wendy's outlets (80 percent are franchise stores), as are most Tim Horton stores ("Wendy's International Overview", 2004).
Wendy's International, Inc. is headquartered in Dublin, Ohio. The company operates fast-food and quick service restaurants in the United States and Canada primarily; however, the company owes operate in other countries. International operations generate about 30 percent of the company's total annual revenues ("Wendy's International Operations", 2004).
Wendy's stores are fast food outlets offering hamburgers, baked potatoes, chili, and salads. Tim Horton's stores are fast food outlets specializing in coffee and baked-goods chain. Wendy's International also owns Baja Fresh Mexican Grill, a quick service Mexican food chain, approximately one-half of which are franchise operations. There are 280 stores in the chain today, and Wendy's strategy calls for 600 stores in the chain within five years ("Wendy's International Overview", 2004).
Wendy's International has acquired controlling interests is several smaller restaurant chains for which it has plans for expansion. These smaller chains include Cafe Express (a chain of bistro-style restaurants in Texas) and Pomodoro in California ("Wendy's International Overview", 2004).
The distribution of the Wendy's Intern...