Wendy's International is setting its marketing sights n a younger crowd. In a new, $25 million advertising push, the fast food marketer says it will target 18- to 28-year-old consumers who abandoned
the chain after it raised its prices. The effort's theme is "Do What Tastes Right," and TV spots feature singing and dancing Wendy's employees encouraging consumers to personalize their burger
orders. "For us, one size doesn't fit all," Wendy's spokesman Bob Bertini said. "We said we need to increase our relationship with the (18- to 28-year-old) group. We've taken steps to do that."
Wendy's has also returned its junior bacon cheeseburger back to its Super Value Menu, which sells 12 menu items for 99 cents each. The company removed the item from the lineup in June after increasing
the price to $1.29 to keep in line with high beef costs, but the move "cost us transactions among young customers," Bertini said. "Younger customers who are college students or who are starting work
and raising a family... are budget conscious and very budget sensitive."
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