News From Terre Haute, Indiana

Top Story 2

October 11, 2012

Wendy’s pigtails get first touch-up since 1983

NEW YORK — Wendy’s pigtails are getting a tweak.

For the first time since 1983, the Dublin, Ohio-based fast food company is updating its logo in a move intended to signal its ongoing transformation into a higher-end hamburger chain.

Instead of the boxy, old-fashioned lettering against a red-and-yellow backdrop, the pared down new look features the chain’s name in a casual red font against a clean white backdrop. An image of the smiling, cartoon girl in red pigtails floats above — though this girl looks more vivid and not quite as childlike.

In an interview with The Associated Press, CEO Emil Brolick said the current logo had served the company well for the past three decades, but that it was time for an update. Still, Brolick said he was encouraged by consumer feedback in testing dozens of new logo variations over the past several months.

“When we pushed things too far, they very much reeled us back,” he said, noting that it showed just how attached people are to the brand.

It’s only the fifth logo update since founder Dave Thomas opened the first Wendy’s in 1969, and perhaps the most significant. The makeover comes as the chain known for its square burgers and chocolate Frosty shakes struggles to redefine itself in the face of intensifying competition from the likes of Panera Bread Co. and Chipotle Mexican Grill Inc., which are seen as a step up from traditional fast food.

Wendy’s push has intensified since Brolick came on as CEO about a year ago. In addition to raising perceptions about its food, Brolick is focusing on renovating outdated restaurants with a look that features natural lighting, flat-screen TVs and a variety of seating options, including cushy chairs in nooks.

The idea is to create a more inviting atmosphere where consumers feel they can relax. Starting in March, Wendy’s says the updated logo will start appearing on newly built and renovated restaurants.

It’s still far from clear whether Wendy’s broader reinvention will succeed. But sales at its restaurants open at least a year have edged up for the last five quarters. Craig Bahner, the company’s chief marketing officer, notes that all brands need to evolve.

“It’s a tangible signal of change,” Bahner said.

The Wendy’s name and original logo were inspired by founder Dave Thomas’ daughter, whose real name is Melinda Lou (her siblings couldn’t pronounce her name when they were younger, so they called her “Wenda,” which turned into “Wendy”).

Thomas thought the name conjured the image of the wholesome hamburger restaurant he dreamed of opening.

In his book “Dave’s Way,” Thomas recalls how the family dressed up Wendy, then 8 years old, in a blue-and-white striped dress for the opening of the first location. To make her pigtails stick out, they put pipe cleaners in her hair. That’s roughly the image of the little freckle-faced girl in the logo.

In undertaking the redesign, the company realized there were three key elements that had to be preserved; the image of the little girl, the color red and the way the “Wendy’s” font swerves up — what executives call “the wave.”

In the new logo, Bahner notes that Wendy’s pigtails peek out from the oval frame, bringing her forward and making her more dynamic. The logo will be part of the new restaurant design that Wendy’s is looking to expand to its roughly 6,000 locations in North America.

Brolick has noted that the revamps “enhance all dimensions of the Wendy’s experience” and that renovated locations see a 25 percent bump in sales. By 2015, Wendy’s plans to have half its 1,425 company-owned locations updated.

Ultimately, Brolick wants the company to be seen as a “top-end” fast-food chain — better quality than McDonald’s, but perhaps not at the same level as Panera.

“Our goal is to be a five-star restaurant at a three-star price,” he said.

Building on the introduction of its sweet baked potato and Bacon Portabella Melt cheeseburger this year, the company is looking at introducing whole wheat buns and flatbreads. Brolick says those type of small adjustments can have a big impact on perceptions about the healthfulness and quality of the chain’s food.

The changes are even extending to employee uniforms, which will be updated next year to have a more tailored look.

The early feedback is positive and Brolick says workers like them — so much so that they even feel comfortable wearing them outside the restaurant.

Follow Candice Choi at www.twitter.com/candicechoi

 

1
Text Only | Photo Reprints
Top Story 2
  • holiday world thunderbird.jpg Holiday World plans new winged roller coaster

    SANTA CLAUS, Ind. (AP) — The Holiday World amusement park in southern Indiana is building a new $22 million roller coaster that it says will launch riders to 60 miles an hour in 3.5 seconds, with a 14-story loop and four inversions.

    July 25, 2014 1 Photo

  • Health Overhaul Subsi_Ter .jpg Obamacare hit by ruling, but subsidies to continue

    WASHINGTON (AP) — A federal appeals court delivered a potentially serious setback to President Barack Obama’s health care law today, imperiling billions of dollars in subsidies for many low- and middle-income people who bought policies.

    July 22, 2014 1 Photo

  • Switzerland Obit Wint_Ter .jpg Blues legend Johnny Winter dies at 70 in Zurich

    GENEVA (AP) — Texas blues legend Johnny Winter emblazoned himself into the world’s consciousness with his tattooed arms churning out lightning-fast guitar riffs and his striking long white hair flowing from under his cowboy hat.

    July 17, 2014 1 Photo

  • MET 071609 BLUEBERRIES.jpg Scoop up some blueberries, live music

    Terre Foods Cooperative Market will present the sixth annual Blueberry Festival from 11 a.m. to 7 p.m. today, at Central Presbyterian Church, 125 N. Seventh St.
    Blueberry compote sundaes will be available for $5.

    July 17, 2014 2 Photos

  • Emmy Nominations_Ter .jpg ‘Game of Thrones’ earns a leading 19 Emmy nods

    LOS ANGELES (AP) — The sprawling and bloodthirsty saga “Game of Thrones,” defying the Emmy Awards’ grudging respect for such fantasy fare, emerged as the leader in the nominations announced today with 19 bids, including best drama series.

    July 10, 2014 1 Photo

  • MET 033114 GREG ZOELLER MUG.jpg GREG ZOELLER: State’s lawyer has duty to represent state in marriage lawsuit appeal

    Recent federal court actions that first struck down Indiana’s statute limiting marriage to the traditional definition, and then stayed that order pending appeal, have left many in our state in legal limbo.

    July 3, 2014 1 Photo

  • Judge strikes down Kentucky's gay marriage ban

    LOUISVILLE, Ky. (AP) — A federal judge in Kentucky struck down the state's ban on gay marriage on Tuesday, though the ruling was temporarily put on hold and it was not immediately clear when same-sex couples could be issued marriage licenses

    July 1, 2014

  • APTOPIX Gay Marriage _Morg.jpg ACROSS INDIANA: The latest news after gay marriage ruling

    Pence: Marriage should be a state-by-state choice

    GOP leader: Supreme Court must act on marriage

    Some counties wait to issue gay marriage licenses

    Gay marriage opponents say they 'warned' of ruling

    Same-sex couples in Indiana hail equal treatment

    Indiana AG says it will appeal gay marriage ruling

    Judge strikes down Indiana ban on gay marriage

    1st gay couple marries legally in Indianapolis

    June 25, 2014 3 Photos 1 Story

  • Obama_Morg.jpg Obama: U.S. should have paid maternity leave

    WASHINGTON (AP) — President Barack Obama said Monday that the United States should join the rest of the industrialized world and offer paid leave for mothers of newborns.

    June 25, 2014 1 Photo

  • Obit-Ruby Dee_Ter .jpg Daughter: Actress Ruby Dee dies at home of 'natural causes'

    NEW YORK (AP) — Ruby Dee, an acclaimed actor and civil rights activist whose versatile career spanned stage, radio television and film, has died at age 91, according to her daughter.

    June 12, 2014 1 Photo

  • Mosaic Potholes _Ter .jpg Chicago man filling potholes — artfully

    The perfect pothole might not exist for many people — but for mosaic artist Jim Bachor, it’s one with a nice oval shape. Bachor began filling those potholes a little more than a year ago, after one in front of his house became a hassle.

    June 12, 2014 3 Photos

  • Staten Island Fire _Ter .jpg 34 injured in Staten Island fire

    NEW YORK (AP) — Fire tore through three townhouses on Staten Island early today, injuring 34 people including two young children who were tossed out of a smoke-filled second-floor window into the arms of neighbors below, authorities and witnesses said.

    June 5, 2014 3 Photos

  • Germany Van Gogh~s Ea_Ter .jpg German museum shows live replica of van Gogh’s ear

    BERLIN (AP) — A German museum has put on display a copy of Vincent van Gogh’s ear that was grown using some of the Dutch artist’s genetic material.

    June 3, 2014 1 Photo

  • Heat Pacers Basketball Pacers keep hope alive with win over Heat

    Paul George and the Pacers got one win Wednesday night.
    Now comes the hard part: Winning an elimination game at Miami against LeBron James and the Heat.

    May 29, 2014 1 Photo

  • MET 050414 PINK SHADOW.jpg Awareness advocates gather to ‘Paint the Town Pink’

    Pink.
    It is the color of the ribbon painted on the pavement at the corner of Sixth Street and Wabash Avenue in downtown Terre Haute. It’s also the color associated with women and breast cancer.

    May 4, 2014 4 Photos

  • MERS Virus American_Tayl.jpg MERS-CoV: Mysterious virus found in Indiana

    Health officials on Friday confirmed the first case of an American infected with a mysterious virus that has sickened hundreds in the Middle East.

    May 2, 2014 1 Photo

  • MET 041314 PAINT PARTY.jpg Going purple: ‘Honoring those who are still fighting’ against cancer

    Every stroke of paint that touched the roadway had a profound meaning to a small group of painters on Sunday.

    April 13, 2014 4 Photos

  • Ukraine_Ter .jpg 10 Things to Know for Tuesday

    Your daily look at late-breaking news, upcoming events and the stories that will be talked about today, April 8:

    April 8, 2014 1 Photo

  • NCAA Kentucky UConn F_Tayl.jpg UConn wins NCAA title, 60-54, over Kentucky

    No conference wanted them. Several teammates and their coach left them. The NCAA wouldn’t have them.
    UConn won it all anyway.

    April 7, 2014 1 Photo

  • TV-Letterman Retiring_Ter .jpg Letterman’s departure will reshape late-night

    NEW YORK (AP) — Jimmy Fallon’s fast start replacing Jay Leno on the “Tonight” show the past two months had a secondary effect: David Letterman suddenly seemed old.

    April 4, 2014 1 Photo

  • Colts Owner Arrested _Ter .jpg Police: Colts owner had $29K in cash when arrested

    CARMEL, Ind. (AP) — Indianapolis Colts owner Jim Irsay had $29,000 in cash and bottles of prescription drugs in his vehicle when he was arrested on suspicion of intoxicated driving, according to a police arrest report.

    March 27, 2014 1 Photo

  • Malaysia Plane_Ter .jpg UPDATE: Relatives sob as Malaysia confirms plane is lost

    BEIJING (AP) — Relatives shrieked and sobbed uncontrollably. Men and women nearly collapsed, held up by loved ones. Their grief came pouring out after 17 days of waiting for definitive word on the fate of the passengers and crew of the missing Malaysia Airlines jet.

    March 24, 2014 1 Photo

  • APTOPIX Chicago Train_Ter .jpg Train derails, climbs escalator at Chicago airport

    CHICAGO (AP) — An eight-car Chicago commuter train plowed across a platform and scaled an escalator at an underground station at one of the nation’s busiest airports early today, injuring 32 people on board, officials said.

    March 24, 2014 1 Photo

  • Snohomish Mudslide_Ter .jpg 10 Things to Know for Monday

    Your daily look at late-breaking news, upcoming events and the stories that will be talked about today, March 24:

    March 24, 2014 1 Photo

  • NYC Explosion_Ter .jpg Searchers scour rubble after blast kills 7

    NEW YORK (AP) — Rescuers working amid gusty winds, cold temperatures and billowing smoke pulled four additional bodies overnight from the rubble of two Manhattan apartment buildings, as the death toll rose today, to at least seven from a gas leak-triggered explosion.

    March 13, 2014 1 Photo

  • Film Casting Jesus_Ter .jpg 10 Things to Know for Friday

    Your daily look at late-breaking news, upcoming events and the stories that will be talked about today, March 7:

    March 7, 2014 1 Photo

  • US Obama Ukraine Russ_Ter .jpg 10 Things to Know for Tuesday

    Your daily look at late-breaking news, upcoming events and the stories that will be talked about today, March 4:

    March 4, 2014 1 Photo

  • 86th Academy Awards -_Ter (2).jpg ‘12 Years a Slave’ wins best picture at Oscars

    LOS ANGELES (AP) — Perhaps atoning for past sins, Hollywood named the brutal, unshrinking historical drama “12 Years a Slave” best picture at the 86th annual Academy Awards.

    March 3, 2014 2 Photos

  • MET030114swope shaffer.jpg VIDEO: Mardi Gras at the Swope

    Teresa Shaffer was handing out beads and masks at the Swope Art Museum's Mardi Gras celebration Saturday night. The event is an annual fundraiser for the downtown museum.

    March 1, 2014 2 Photos 1 Video

  • Married Priest_Ter .jpg 10 Things to Know for Friday

    Your daily look at late-breaking news, upcoming events and the stories that will be talked about today, Feb. 28:

    February 28, 2014 1 Photo

Latest News
TribStar.com Poll
AP Video
Netanyahu Vows to Destroy Hamas Tunnels Ravens' Ray Rice: 'I Made a Huge Mistake' Obama Slams Republicans Over Lawsuit Cantor Warns of Instability, Terror in Farewell House Leaders Trade Blame for Inaction Small Plane Crash in San Diego Parking Lot Dangerous Bacteria Kills One in Florida Florida Panther Rebound Upsets Ranchers Smartphone Powered Paper Plane Debuts at Airshow Raw: Thousands Flocking to German Crop Circle Raw: Deadly Taiwan Gas Leak Explosion Malaysian PM: Stop Fighting in Ukraine Workers Dig for Survivors After India Landslide Fighting Blocks Access to Ukraine Crash Site Texas Scientists Study Ebola Virus Busy Franco's Not Afraid of Overexposure Demoted Worker Shoots CEO, Kills Self Family Dispute Cripples Northeast Grocery Chain 49ers Open Posh, High-tech Stadium in California Southern Accent Reduction Class Cancelled in TN
NDN Video
Famous Internet Cats Help Big Cause With Viral Video Raw: Obama Gets Hug From Special Olympian Snoop Dogg Narrating Animal Footage Is Perfect Tigers Acquire David Price - @TheBuzzeronFOX Russell Brand Slams Sean Hannity Over Gaza Conflict Segment Chapter Two: Composing for a film in retirement Woman's Dive Goes Terribly Wrong Brian Williams Reports on Daughter Allison Williams' 'Peter Pan' Casting News Did Jimmy Fallon Look Up Heidi Klum's Dress? What Drama? Miranda Kerr Poses Topless Plane crashes in San Diego Costco parking lot Justin Bieber Takes To Instagram To Diss Orlando Bloom You Won't Believe the Celeb Cameos in "Sharknado 2" Pitch Invading Morons Cause Chaos - @TheBuzzeronFOX Orlando Bloom 'Takes a Swing' at Justin Bieber In Ibiza Sadie Doesn't Want Her Brother to Grow Up "Maxim" Hotness! See Jessica Alba's Sizzling Spread Two women barely avoid being hit by train Broken Water Main Floods UCLA Orlando Bloom and Justin Bieber Reportedly Came To Blows In Ibiza
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
  • -

     

    March 12, 2010

activity