Wendy’s has launched a sweeping turnaround effort called Project Fresh, a comprehensive plan designed to revive its brand, boost profitability, and re-energize its restaurant system. The announcement, made in early October, marks one of the most significant strategic resets in Wendy’s modern history — one that aims to bring sharper focus, stronger marketing, and renewed relevance to the fast-food icon known for its square burgers and sassy voice.
At the heart of Project Fresh is a promise to modernize the Wendy’s experience without losing its signature personality. The company has enlisted Creed UnCo, a consultancy led by former Yum! Brands CEO Greg Creed, to lead a marketing overhaul and redefine how Wendy’s connects with its customers. The initiative calls for a more data-driven approach to branding, using needs-based segmentation to make campaigns more personal and effective. The goal, as Wendy’s puts it, is to make the brand “relevant, easy, and distinctive” again — a return to the sharp wit and product confidence that once made it stand out in a crowded market.
Beyond marketing, Project Fresh reaches deep into Wendy’s operations. The company intends to refocus its resources on driving higher sales at existing U.S. restaurants while tightening coordination with its franchisees. It’s a clear acknowledgment that much of Wendy’s growth potential lies in getting more from its current system rather than simply expanding it. To that end, Wendy’s is promising greater attention to restaurant-level execution, more efficient staffing, and improved technology to streamline operations. Customers can expect upgrades to hospitality, faster service, and better use of digital tools — all aimed at enhancing the overall experience and lifting the average unit volumes that measure restaurant performance.
A key financial move under Project Fresh involves shifting capital toward higher-impact areas. Wendy’s plans to cut about $20 million from its Build-to-Suit program next year, with deeper reductions expected in 2026. That money will be redirected toward marketing, technology, and other initiatives more directly tied to growth. The company has also brought in an independent financial advisor to help reassess how capital is deployed, signaling a more disciplined and shareholder-minded approach to investment. Despite the restructuring, Wendy’s says it will continue to support its dividend and maintain steady returns to investors, backed by strong free cash flow.
The initiative comes as Wendy’s board continues its search for a permanent CEO. Interim chief Ken Cook is leading the rollout of Project Fresh while the board evaluates internal and external candidates, with a decision expected before the end of the year. The leadership transition adds a layer of uncertainty, but also suggests that Project Fresh could be a blueprint for the next CEO to inherit and refine.
Wendy’s executives have been candid about their motivation: the company’s valuation doesn’t reflect its true potential. With Project Fresh, they’re betting on a clearer story for investors and customers alike — one centered on smarter marketing, stronger franchise collaboration, and a brand that once again feels alive. The plan also underscores Wendy’s recognition that the fast-food industry is changing fast. Competitors are raising their digital games, simplifying menus, and appealing to value-sensitive consumers in new ways. Wendy’s, for its part, is positioning itself to reclaim its edge.
Still, challenges loom. Execution will be critical, particularly within a system where most restaurants are franchise-owned. The reduction in capital spending could slow expansion if not balanced carefully, and investors will be watching closely for tangible progress. For now, the company has held back on hard targets or financial projections, promising to share more details with its next earnings release on November 7, 2025.
Project Fresh is both a symbolic and strategic turning point. It’s a return to fundamentals — quality food, witty marketing, and a clear value proposition — but dressed for a digital age where every order, post, and interaction matters. Whether it becomes a true revival or just another corporate reset will depend on what happens next quarter, and the one after that. But one thing is clear: Wendy’s is trying to remind the world that it still has some fight — and flavor — left in it.
