Wendy's to Sell Struggling Baja Fresh

Wendy's International Inc. introduced new initiatives Thursday to revive its brand. Its strategy?

• Sell its non-core business; namely, its struggling Baja Fresh Mexican Grill  (see AP)
• Begin marketing Wendy's strength of freshness with the introduction of new menu items
  

According to the WSJ ($$),

Wendy's top executive also conceded that the chain needs to do a better job differentiating itself from competitors. Executives said new marketing will emphasize hamburgers and enforce a message of quality and freshness because customer research showed Wendy's had underplayed that strength.

"We just weren't connecting with our customers the way we need to," said Kerrii Anderson, Wendy's interim president and chief executive officer. "Our competitors have also got better in the midst of all this."

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