Case Code : CLCB009
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Wendy's International Inc., Dave Thomas, Burger King, McDonald's, Orville Redenbacher, Perdue Chicken, Kentucky Fried Chicken, Fallon Brand Consulting, Landor Associates and Brand Icon
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet deals with the dilemma faced by Wendy's, an international fast-food chain, on continuing to project Dave Thomas, the founder of the chain, as its brand icon. After the demise of the founder, there were varied opinions expressed on the ways in which Wendy's could continue to associate with the personality attributes of Dave Thomas. The caselet also assesses how Dave Thomas has influenced the brand attributes of Wendy's.
The company's brands were Wendy’s Old Fashioned Hamburgers (Wendy’s), Tim Hortons, Baja Fresh Mexican Grill, Cafe Express and Pasta Pomodoro. Dave Thomas (Dave) opened the first Wendy’s in 1969 and was the visible face of the restaurant till 2002...
Questions for Discussion:
1. "Dave Thomas reflected an image that was genuine and folksy." Discuss the reasons behind the success of Dave as a brand icon of Wendy's.
2. Why do marketers make use of the personality of the founders to communicate with the customer?