In looking at the June 29, 2009, Barronâ€™s â€œpuff-pieceâ€ article on Wendy/Arbyâ€™s Group (WEN) and its upward price movement Monday, I was reminded that one of the company’s projected growth platforms, other than increasing number of US stores, improving margins at Wendyâ€™s and improving R&D (Wendyâ€™s breakfast was pulled until 2010) was international growth, via franchising and multi-brand development.
On the new US units growth front: good luck. Perhaps WEN has some acquisition in mind that would rocket the number of stores and markets up quickly. Itâ€™s still difficult and expensive to find the right sites in the US.
The multibrand development thrust is interesting. Perhaps they have research that points to the desire of international consumers to sample two iconic US food brands under one umbrella.
The history of QSR multi-brand development is limited, with only YUM really making a go of it. Dunkin Brands sold Togoâ€™s, its sandwich brand that it hoped to co-brand with Dunkin and Baskin.