Wendy’s is looking to its past in an effort to fix its future. The American burger chain reported its seventh consecutive quarter of declining sales, with U.S. same-store sales falling 5.7% in the third quarter. Its new turnaround plan, Dave’s Way, is named after founder Dave Thomas, who died in 2002. The strategy aims to revive the principles behind the original Wendy’s brand and win back customers.
The menu changes sound straightforward: thicker, crispier bacon, larger pieces of lettuce, creamier Frostys and upgraded salads, with a fully refreshed menu planned for 2027. Wendy’s is also making breakfast optional for franchisees, rather than forcing every location to serve it. The company says tests showed better restaurant economics when some locations concentrated on other dayparts. Nearly 300 underperforming U.S. restaurants have also been closed.
There is a boardroom battle alongside the kitchen reset. Wendy’s rejected a $1.4-billion buyout offer from an investor group led by Nelson Peltz, saying the bid undervalued the company. CEO Bob Wright is betting that better food, stronger marketing and franchisee support can turn things around. Dave Thomas may be gone, but Wendy’s is hoping his original recipe for success can bring customers back through the door again.