Ohio-based Wendy's turns to marketing as comeback strategy

Wendy's, which last year consolidated its world headquarters in Dublin, Ohio, recently promised that it would be working to take back market share lost to competitors, The Associated Press reports. Part of that strategy involves hiring a chief marketing officer and overhauling many of its under-performing restaurants.

The restaurant chain's new CEO, Emil Brolick, took the post in September and told investors Monday that the company had created its own problems and promised that he would make it a priority to hire better employees. Brolick also said that Wendy's would continue to overhaul its menu, and it has already dropped a dead-weight division of the company, Arby's, The AP noted.

As Columbus Business First reports, branding will also be a big focus in Wendy's face lift. The company recently announced that it would be remodeling 50 of its company-owned locations and building 20 new ones that display the new design. Some franchisees may also test the new layout, the source reports.

"We are working to enhance the entire customer experience, including the restaurant design, inside environment, elevated food preparation standards and higher customer-service standards," Brolick said in a statement quoted by the news outlet.