When you think of Wendy’s, your mind travels to a few standbys: a red-haired girl wearing an odd, “Little House on the Prairie” dress, Jr. Bacon Cheeseburgers, and the legendary Baconator. Thoughts may wander to their odd, greenhouse-styled fixtures, and you may lament the fact you get four chicken nuggets for a dollar instead of five now. Additionally, if you’re thinking of a Japanese Wendy’s, you’re likely thinking of some absurdities such as their Caviar and Lobster Ocean Premium Sandwiches.
Wendy’s wants you to start thinking of fireplaces, lounging, and flat-screen TVs, according to Eater. It’s a style reinvention of their restaurants that looks to go with their brand reinvention they are currently rolling out to all the restaurants. This “lounge”-style restaurant has hit 80 of the chain so far, and aims to have 200 by the end of the year, followed by 600 by the end of 2015.
For a chain with such a respectable and long history as Wendy’s (no major complaints, brand issues, or litigations), the chain’s attempts to update itself are purely to keep it in the mind of the consumer. The company has traditionally fallen behind McDonald’s and Burger King, and has never carved out a niche amongst premium burger places such as Smash Burger and Fatburger.
Wendy’s plan seems to turn the place from a restaurant that you drive through for lunch into a place where you plan to eat dinner. In some areas, this might be an harder task than expected, especially in places that know Wendy’s purely as a drive-through restaurant. The faux-leather seats, faux-fireplaces (in some of the restaurants, at least), and more redesigns offer a lounge atmosphere for those that’ll be near one of the newly remodeled restaurants.