Emil J. Brolick
Analyst · CL King
Thank you, Steve. As I have shared previously, Wendy's Cut Above brand positioning is the natural position for the Wendy's brand. Our Recipe to Win is the specific thought process that will take the Wendy's brand from where we are today to become a growing vibrant entity that resonates with consumers and produces consistent same-store sales and profit growth, building shareholder value. And organic growth is certainly the key to increasing shareholder value, so let's look at our long-term growth imperatives. Image Activation is the most important initiative in the company, because our reimaged restaurants enhance all dimensions of the Wendy's experience. Our marketing, our food and our people deliver a total experience that customers tell us they love. We're making excellent progress on Image Activation, and I'd like to share an overview. Image Activation provides guests a new QSR experience at a QSR price. And because of this, we continue to see very positive sales trends in Image Activation restaurants. The 10 prototype restaurants we opened in 2011 have attained average sales lift greater than 25%. This even more impressive, as the earliest Image Activation restaurants has sustained the sales lift for the full 12 months. The SOE or store operator evaluation inspection scores in these restaurants are also 4 to 5 points higher than our system average, which is significant and a testament to our commitment to reimage the total restaurant experience. While we are also very encouraged by the Image Activation openings to date in 2012, we opened a traditional restaurant design in Philadelphia on July 30. We had 3 Image Activation restaurants open in Philadelphia by the end of September, and we are planning franchise visits to these restaurants as part of our franchise update meeting at the beginning of October. We opened an urban-design restaurant in Orem, Utah on July 16. While it is early, both the Philadelphia and Orem restaurants are producing significant sales increases. The sales increases we are seeing are consistent with those we saw with our 2011 Image Activation prototype restaurants, and we expect the excellent sales results to continue. We are on track to open 50 company reimages and at least 17 new-build company Image Activation restaurants this year. As previously mentioned, we are initially working with a selected group of franchisees to expand Image Activation. Our first franchise Image Activation restaurant opened in Hershey, Pennsylvania on July 5. Again, initial sales increases have been outstanding. Steve and I recently visited this modern design, and that's a team of 5-star athletes working in this restaurant. The team is committed to A Cut Above service experience and that was quite apparent. The Hershey restaurant is a strong indicator of the potential we have in partnering with our franchisees to image activate the Wendy's system. As we've consistently indicated, we know that a tiered-investment strategy is critical to the success of the system-wide Image Activation program. Our team has made significant progress on optimizing the Tier 1 design to hit the targeted investments for Tier 2 and Tier 3 designs that will open in 2013. Our goal with a tiered-designed strategy is to optimize returns for both company and franchise restaurants, depending upon the economics and trade area profile of each restaurant. Based on our current plans and experience, we'd expect the Tier 1 investment to be between $650,000 and $700,000, with a sales lift of 25%. Tier 2 and Tier 3 investments would be around $500,000 and $300,000, respectively. And we expect them to generate sales lifts at scale with the investment. In 2013, we plan to double the number of company reimages from 2012 by reimaging 100 company restaurants. The company will also build at least 20 new restaurants in the Image Activation design. The majority of our 2013 development will be with our Tier 1 design. We also expect 30 to 40 of the 2013 reimages to be Tier 2 or Tier 3 designs. Based on our current perspective, we now expect up to 100 franchise reimages in 2013. This would result in more than 300 complete Image Activations by the end of 2013. Based on our 2012 progress and 2013 plan, we expect 50% of our company restaurants to be image activated through a reimage or new-build by the end of 2015. From a CapEx standpoint, assuming the company reimages are a combination of Tier 1, 2 and 3, we expect about $440 million to $500 million total CapEx for Image Activation from 2013 to 2015. This CapEx represents both new restaurants and reimages. This range equates to an average annual Image Activation CapEx between $145 million and $165 million. In addition to Image Activation, we continue to build our brand and our presence with the consumer through new restaurant development. We believe we still have ample room to grow our store base. And this year, we plan to build at least 20 company-operated restaurants in North America, at least 17 of which will be image activated restaurants. This is in addition to the 50 Image Activation reimages we are planning. In addition, our North American franchisees are planning to build 40 new restaurants in 2012, and we expect approximately 50 new international franchised and JV restaurants. System optimization, another important strategic initiative, will ultimately strengthen the Wendy's system. As noted in our earnings release today, we acquired 30 franchise Wendy's restaurants in Austin, Texas during the second quarter. And in July, we will -- we acquired 24 franchise Wendy's Restaurants in Albuquerque, New Mexico. These transactions are part of our initiative to optimize our system. System optimization strengthens our system through the acceleration of Image Activation by optimizing field G&A for company and franchise restaurants by increasing company and franchise concentration in markets to improve operations and customer service, as well as by increasing capacity to develop more restaurants. By raising overall system competitiveness by a larger, well-capitalized, existing and new franchisees, who are strong operators and eager to grow. Lastly, system optimization will produce more consistent EBITDA growth. In pursuit of system optimization, you can expect to see Wendy's purchase and sell restaurants, with the long-term impact of lowering the percent of company-operated restaurants by a small amount. Of course, the biggest near-term contributor to EBITDA is North America and same-store sales growth, the foundation for our growth pyramid. In the near term, the 3 keys to driving North American same-store sales are outstanding customer service; a pipeline of innovative products; and lastly, brilliant marketing. Let's take a brief look at each of these. From a customer service standpoint, we understand the importance of our customers receiving a reliable and a predictable experience every time they visit Wendy's. The foundation of this is exceptional people, what we call 5-star athletes. But even great athletes require great training. Customers today expect the restaurant experience that is consistently reliable and predictable, which is why we are investing in our people and investing in improving the experience inside each and every Wendy's restaurant through our My Wendy's initiative. The My Wendy's initiative emphasizes the importance of the 6 service promises to deliver A Cut Above customer experiences. Those promises are being friendly, showing pride, greeting every customer, saying thank you, making sure every customer leaves happy and just say yes. Yes, we can do it. For example, our CPR scores for complaints, problems and revisit intent indicate that the longer the period of time that we've implemented My Wendy's in a restaurant, the better the customer service experience is. And as you can see from this chart, our overall CPR scores continued to improve this year and are significantly above 2011 levels. This means more satisfied guests. Most importantly, we know that this improvement in the customer experience correlate to sales increases, as evidenced by this chart. Every additional 10-point improvement in CPR score correlates to about $46,000 in additional sales per restaurant. So while customer service is fundamental, so too is a pipeline of innovative products. And our innovation pipeline continues to build. Wendy's has traditionally owned the quality position in QSR. But we also must own perceived quality in the minds of consumers, not just ingredient quality. We also intend to leverage unique brand-identifying products, such as chili, baked potato, Frosty and Spicy Chicken. And as we shared at our June Investors' Day, expect us to return to our heritage of offering outstanding, limited-time only products, which leverage our quality position, as well as our unique cooking and preparation platforms. Those of you who were at our June Investors' Meeting in Dublin saw evidence of this in the product development demonstration that we shared. We remain committed to being the innovation leader in QSR and leveraging our unique product development processes at Wendy's and delivering to our guests new QSR quality products at a QSR price. We believe that we can do this more effectively than others. And finally, the third component of driving North American same-store sales growth: brilliant marketing. We are always striving to communicate our brand messages in the most compelling way possible, and capture a unique look, tone, and feel with our messages, with an integrated media approach and through creative executions that are strategically driven and tactically brilliant. Consumer response to our new 2-tiered advertising campaign is very encouraging, and we will continue to refine the role of our 2 consumer advocates, Wendy Thomas and Red, as we optimize their relationship. Qualitative consumer research indicates that consumers understand our approach and are getting a much more holistic impression of our brand. They see the 2 legs of our campaign are working together to tell our story. From the brand promise side, consumers are understanding our values and our approach to quality and freshness and the Dave Thomas heritage of honest food. From the brand offering side, consumers are getting product news and that Wendy's is the better choice: Now That's Better. And quantitative research also confirms that our message is getting across to our consumers. But we get it. The best consumer research is traffic, sales and profit growth. And certainly today, a brand must evolve and communicate with consumers the way that they communicate, and mobile is it. From a digital and mobile perspective, we recently launched a mobile app for smartphones, which allows consumers to set a target calorie level and then receive several meal choices at or below that target level. This app also enables consumers to modify, evaluate and save their favorite meals and it also includes a store location finder. We've seen impressive results since we launched this app on July 16, with more than 26,000 users, who are spending an average of 9.5 minutes per visit on the application. Our efforts with digital and social media platforms are getting recognition, as evidenced by the fact that Nation's Restaurant News, on July 10, ranked Wendy's #2 overall in the restaurant social media index. We also appreciate that we have long underserved the growing market of Hispanic consumers. We believe we have a major opportunity to increase our relevance among the Hispanic consumers, as we have a disproportionately low market share relative to overall hamburger category. This simply reflects the lack of a consistent effort to communicate with Hispanic consumers in a way that is relevant to them. Even if we just get our share of Hispanic consumers, it represents an important sales opportunity. To accomplish this, we will have a more consistent presence in Hispanic media, with creative executions well positioned for the Hispanic community. As I mentioned earlier, a great opportunity to increase ROIC is by increasing sales in existing restaurants by expanding restaurant utilization. One opportunity to increase our restaurant utilization is our late-night business. This has historically been a strength for Wendy's, and we still hold a strong market share in this daypart. However, until this year, we hadn't actively supported this part of our business since 2005. So starting this past Memorial Day, we began to drive awareness that Wendy's is a great choice for late-night occasions with advertising, packaging and point-of-purchase materials. And the initial results of our return to late night are very encouraging, with sales in this daypart up 7% since our Memorial Day implementation of the late-night program. The other obvious area of opportunity to increase consumer access to the Wendy's brand is the morning meal. A.M. Access, as we refer to it, represents an important long-term opportunity. Our current end-marking test -- end-market testing began in 2006 and has gone through several meaningful iterations. Our breakfast products have received very high consumer ratings. We've made significant progress operationally, yet our breakfast economic model is not producing the results we need across a full spectrum of restaurants. On system-wide initiatives, our commitment to franchisees is that we will achieve a green light from consumer, operations and economic perspectives before full-scale commercialization. We have more work to do, and in particular, around economics. The morning meal has been the strongest performing QSR daypart for the past 5 years and is projected to remain strong. We want our share of this business, but we want it to be a profitable share for our system. We will be making refinements to our testing of A.M. Access with the goal of providing consumers a unique morning-meal experience that reflects our commitment to playing a different game versus just trying to play the same game better. We believe that beverages will be an important part of the eventual Wendy's A.M. Access solution, and our Redhead Roaster initiative is being well received. Our Redhead Roasters coffee has outperformed QSR coffee powerhouses in a late-2011 taste test, and we are putting this new coffee program in all Image Activation restaurants. In July, we also rolled out the Redhead Roasters to New York City DMA, with marketing support across several nontraditional channels, including a striking presence on Times Square billboards. In summary, we believe in A Cut Above, the growth pyramid and the Recipe to Win, and are focused on executing to a much higher standard against each of these every day. We are making important progress, and the franchise community is very supportive and very positive. And now I'll turn it back to John so we can begin our Q&A.