Innovation And Diversification To Dictate Wendy's Prospects

US fast-food chain Wendy's is re-entering the Japanese market with big ambitions. The company expects to open 100 fast-food outlets in Japan within the next five years, which it hopes to subsequently increase to 700. In making its re-entry into Japan, Wendy's is counting on its premium product offerings to carve out a niche market for itself. While Wendy's strategy to offer premium offerings should equip it with a stronger competitive position against the other fast-food retailers, we believe it is also important for Wendy's to engage in continual product innovation and diversification in order to sustain its success in the longer term.

To read the full article, please choose one of the following options: