Wendy’s is attempting one of the biggest turnaround efforts in fast food after a sharp drop in sales and growing pressure from rivals like McDonald’s and Burger King. The company’s leadership says the brand needs a reset — and its new strategy, called “Project Fresh,” is designed to revive customer traffic, modernize restaurants, and improve profitability across the chain.
Wendy’s launches “Project Fresh”
The turnaround plan was officially unveiled in late 2025 as Wendy’s struggled with falling same-store sales and declining investor confidence. Executives said the strategy focuses on four major priorities: revitalizing the brand, improving restaurant operations, optimizing underperforming locations, and investing more heavily in long-term growth initiatives.
Company leaders have acknowledged that Wendy’s recent performance has fallen short of expectations. U.S. same-store sales dropped more than 11% during one quarter, while the chain also reported declining customer traffic.
Hundreds of locations set to close
As part of the overhaul, Wendy’s plans to close roughly 5% to 6% of its U.S. restaurants during 2026. Many of the affected stores are older locations that executives say no longer fit the company’s future strategy. The closures are intended to strengthen higher-performing restaurants while improving overall franchise profitability.
New value deals and restaurant upgrades
Wendy’s is also focusing heavily on affordability and customer experience. The chain recently expanded its “Biggie Deals” value offerings while testing new menu items and improving restaurant cleanliness, order accuracy, and speed of service. Executives say customer feedback has become a central part of the company’s recovery effort.
Technology is another major piece of the plan. Wendy’s has increased investments in digital ordering, artificial intelligence, and loyalty programs as it tries to compete with larger fast-food rivals.
Despite the challenges, company leaders insist the turnaround will take time but believe “Project Fresh” can eventually restore Wendy’s long-term growth.
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