Wendy’s International is boosting its marketing efforts with a new group aimed at refreshing lagging restaurant sales.
The Dublin, OH-based fast-food chain said this week it formed an Innovation and Strategy group that will oversee research and development, strategic insights and innovation and operations innovation. A senior strategist, who has not yet been named, will oversee the innovation and strategy group and report to Ian Rowden, the company’s executive VP and CMO, the company said.
“We know that innovation at all levels, from the menu to packaging to the customer experience in our restaurants, is critical to our success,” Rowden said in a statement. “Everything is now strategically linked and will work tightly together.”
Under the new group, Wendy’s named Lori Estrada, senior VP, who oversees Wendy’s menu development and strategy, to supervise research and development. Casey Milton, a Wendy’s VP, will lead strategic insights and innovation. He will be in charge of developing new revenue streams and consumer research. Mike Watson, a 26-year veteran who most recently worked as a senior VP, is in charge of operations innovation. In his new role, Watson will help guide operational improvements for the chain.
Other units that will report to Rowden include brand management, field marketing, emerging consumer markets and marketing operations and administration, Wendy’s said.
The new marketing group comes after Wendy’s announced it would cut 375 jobs to help reduce expenses by $100 million a year.
“The creation of the new group is an important next step as we work to strengthen our business performance and regain our position as a leader in our industry,” said Kerrii Anderson, interim CEO and president, in a statement.
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