Wendy’s launches ‘Project Fresh’ to revamp brand image and restaurant experience

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Wendy’s, one of America’s largest quick-service restaurant chains, has launched Project Fresh, a comprehensive rebranding and operational overhaul designed to enhance customer experience and modernise the brand’s global image.

The initiative includes new restaurant designs, menu innovation, and digital upgrades across Wendy’s franchises, with an emphasis on fresh ingredients, streamlined ordering, and sustainability. The redesign will feature open kitchens, warm interiors, and energy-efficient systems, creating a more inviting and eco-friendly atmosphere.

CEO Kirk Tanner said Project Fresh represents a “fresh start” for Wendy’s, combining its signature food quality with technology-driven convenience. “Customers want more than just great burgers — they want speed, comfort, and transparency in how their food is made,” Tanner said.

A key component of the revamp is the introduction of AI-assisted drive-thrus, mobile-first loyalty programs, and self-order kiosks, aimed at improving operational efficiency and personalisation. Wendy’s will also roll out updated branding visuals and packaging consistent with its “fresh, never frozen” philosophy.

The initiative comes amid rising competition in the fast-food industry, as brands like McDonald’s and Burger King invest heavily in digital and design transformations. Wendy’s aims to differentiate itself through its blend of culinary credibility and digital agility.

Franchisees worldwide will begin implementing Project Fresh upgrades in 2025, with the company offering financial support and shared investment programs to accelerate rollout.