At Wendy’s (Wendy’s Supa Sundaes) we’ve been serving our irresistible Supashakes, Smoothies, Chilla’s®, Ice Cream and tasty Hot Dogs to thousands of customers every week for over 31 years. Today, our “not-so-naughty” treats mean there are also healthier option available, using our great-tasting, 98% fat-free Frozen Yoghurt. There’s something for everyone at Wendy’s and now you can buy your ice cream cakes on-line at Wendy’s Supa Sundaes in New Zealand to make it easier to order and enjoy our delicious ice cream cakes.
The evolution of the Wendy’s organisation is a success story on so many levels. A fun brand name created in 1979 by Adelaide entrepreneurs Geoff Davis and Phil Rogers, endures today as one the most recognised across the nation. A commitment to serving customers that previously saw both men slicing fruit at the counter, today provides a platform for hundreds of Wendy’s franchisees and thousands of employees.
Treats that traditionally catch the eye of a child are now coveted by over half a million consumers each week from every demographic. An extraordinary selection of indulgent scoop ice cream, shakes, smoothies, frozen yoghurt, chilla’s and hot dogs are found in Wendy’s stores in every corner of Australia and New Zealand. Yet, it is innovation that remains a signature trait for Wendy’s over its 29 year corporate life.
From the day in July 1979 when Davis and Rogers opened for business in an upmarket Adelaide shopping centre, Wendy’s has endured and prospered because of the depth of ideas and the creativity of its people when it comes to producing and selling food treats. Davis and Rogers may have enjoyed some success in food retailing in the early 1970s but, as they studied children’s fairytales for a new brand name that would endure and promote feelings of goodwill, nothing could prepare them for the stunning public response to Wendy’s on that first day.
Their outlet was located in the heart of the Adelaide CBD, in the Gallerie shopping arcade, and focused exclusively on ice cream desserts. Always innovating, Davis created Wendy’s own disposable sundae glasses for the “Supa Sundaes” and special straws were developed for thick shakes. Word soon spread on opening day about the tiny store in the downstairs food court selling sensational treats. By lunch time, the centre’s mains power blew as Wendy’s machinery struggled to keep up with customer demand.
This triumphant beginning would presage a period of explosive growth. Davis and Rogers were feted by shopping centre owners across the nation and Wendy’s had four outlets with sales topping $1 million dollars. Overwhelmed by the demands of their growing business, Davis and Rogers moved to a franchise structure which enabled Wendy’s to expand nationally within two years while maintaining a head office in Adelaide. Within six years Wendy’s had emerged as the fastest growing ice cream treat business in Australia, its 40 stores reporting annual sales of $7 million.
Hot Dogs were trialled at one Wendy’s store in Adelaide in the late 1980s and sales boomed. It didn’t take long for other stores to catch on and the Hot Dog was on the menu boards at stores around the nation. The company sells many millions of the iconic Hot Dogs to hungry customers every year. By 1989 the Wendy’s logo appeared on 100 stores and turnover had grown to $25 million. Expansion into New Zealand also proved incredibly successful.
In the years that followed turnover and store numbers would increase markedly. So would Wendy’s menu of treats. The Mega Choc Shake and a Smoothie range were launched. Those years also saw Wendy’s store fronts change face as new competitors emerged on the Australian retail market eager to chip away at the company’s market dominance. Fun themes always ensured the business kept in tune with the times offering the latest treats in a special way.
But while Wendy’s retail face has changed, one constant remains: the bold pink imagery that remains uppermost in the minds of consumers when they think of the Wendy’s brand. Today, Wendy’s is owned by Navis, an international company which manages numerous quality food retailing franchises across the globe. Wendy’s management team comprises of highly experienced retail executives preparing to take the company through its next phase of growth.