Wednesday, December 4, 2013

Wendy's Bringing New Look to Covington

Burgers that are "A Cut Above" coming to Covington.

Dublin, Ohio-based Wendy's will be opening one of their new, more modern restaurants in Covington next year.  The new restaurant will be built near the intersection of Salem Road and Brown Bridge Road in an outparcel of an existing Walmart Supercenter.  The roughly 3700 square foot restaurant will have 50 parking spaces and will be located next to Walgreens.

Wendy's has been working to improve its image by both renovating and building new stores and introducing a number of LTO (limited time offer) menu items.  The most notable and successful of these menu items being the Pretzel Bacon Cheeseburger, which just ended its extended run. The Bacon Portabella Melt on Brioche is the replacement sandwich, and continues the chain's "A Cut Above" positioning.  Wendy's goal in offering premium and unique offerings is to separate themselves from competitors like Burger King and McDonald's and maybe even grab some market share from "fast casual" players like Five Guys and Smashburger.

Wendy's is already seeing signs of improvement with the Pretzel Bacon Cheeseburger leading to a third quarter increase in sales of over 3% and its stock up over 80% since January.

A new Wendy's opened last year at Perimeter Pointe in Sandy Springs, and another opened in Macon last summer.  The Macon location was the first in the country to sport the new logo, and one of the first to be built from the ground up with the new design elements.

Wendy's is currently renovating an existing restaurant on Howell Mill Road near The District at Howell Mill, while another in Newnan just completed their facelift. A Wendy's in Carrollton on Highway 27 plans to have their renovation completed by early next year.

Wendy's operates over 6,500 locations worldwide, about 300 of which are located in Georgia.

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