Quality is No Longer the Recipe at Wendy’s Eick February 25, 2013 Fast Food, Marketing 1 Comment Fast food titan Wendy’s, who recently passed Burger King to become second in the country in total fast food sales, is rolling out a new logo starting in March. The logo ditches the yellow seen in the last two iterations, switches to a distinctly different font and appears to emphasize Wendy’s freckles a tad more than the previous two logos – and her neckline indicates perhaps some new garb? Here’s the new logo: Related: Wendy’s Nutrition & Calories And here’s the one they’ve been using since 1983: Which do you prefer? Among the most notable substantive changes, Wendy’s is dropping the always-used-previously “Old-Fashioned Hamburgers” copy. Perhaps a play for the more diverse and less burger oriented crowd fast food chains are now trying to appeal to? But note they also drop the “Quality is our Recipe” text above the image of Wendy. So is quality no longer part of their recipe? Or is that just trying to make the logo cleaner? And what do you think of how it compares to previous logos from the past? Which one do you like best? The following two tabs change content below.BioLatest Posts Eick Latest posts by Eick (see all) Fast Food Bracket Round 1: Jack in the Box vs. Five Guys, KFC vs. Checkers - March 3, 2016 BK’s “Polygameat” Campaign Shockingly Similar to Wendy’s “Meatatarian” Campaign - September 16, 2014 Surge Wins Discontinued Foods Bracket! - April 12, 2013 One Response Jay February 26th, 2013 I understand removing the focus on hamburgers. Personally, I really like their spicy chicken sandwich. First, I notice the “hamburger” missing, then I noticed that they also removed “quality” from the logo. Does this mean they are going to reduce quality? Probably not, but it does make me worry a bit. Reply Leave a Reply Cancel Reply Your email address will not be published.CommentName* Email* Website Current [email protected]* Leave this field empty Notify me of follow-up comments by email. Notify me of new posts by email.