Emil J. Brolick
Analyst · Jeffrey Bernstein with Barclays
Thank you, Steve. As previously shared, Wendy's Cut Above brand positioning is the natural position for the Wendy's brand, and the layers of the growth pyramid guide the way we think about growing our business long term with near-term emphasis on growing North American same-store sales, Image Activation, new restaurant development, financial management and system ownership optimization. Image Activation is a key part of our future success, as it gives our brand credibility to deliver A Cut Above brand positioning, creates a great work environment for our restaurant teams and distinguishes Wendy's from other traditional QSR restaurants. And most importantly, our customers tell us they love these restaurants, and Image Activation sales reflect this. Image Activation provides guests with 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 prototype restaurants we opened in 2011 have sustained average annualized sales lifts of more than 25% above pre-Image Activation levels. Now this is pretty impressive when you consider how hard the system works to even gain 3% incremental sales. The 25% increase is even more impressive as 8 of the 10 Image Activation prototypes have now been open for a full 12 months. As Steve mentioned earlier, we reopened 47 company Image Activation Tier 1 reimages in the third quarter and fourth quarter to date. And we are very encouraged by the early results from these restaurants. Here you see a beautiful, ultra-modern restaurant in Salt Lake City, and here's one in Raleigh, North Carolina, featuring our urban design. As we have shared before, Image Activation is more than a remodel. This is a long-term initiative. To be relevant and ensure we are top of line with consumers, we are reinventing our restaurant environment, starting with the brand image and the memorable impression that our new restaurants make everywhere in the restaurant, inside and out. An important part of this effort is people activation, as we believe that great service provided by our restaurant teams contributes enormously to delivering A Cut Above customer experience. And of course, we continue to focus on providing our guests with five-star quality food at a three-star price. Our brand transformation will extend to Wendy's new logo in March when it will be introduced in our advertising, packaging, merchandising, uniforms and other customer touch points. This is the first change made to the Wendy's brand logo since 1983. The new logo will be used in all of our Image Activation restaurants beginning in early 2013 as we begin to implement our tiered strategy to optimize restaurants. As we've shared with our franchise system, we note that a tiered investment strategy is critical to the success of a system-wide Image Activation program. Our team has made significant progress on optimizing the Tier 1 design to a lower -- to lower the targeted investment and achieve lower costs for Tier 2 and Tier 3 designs that will open in early 2013. Our goal with the tiered design strategy is to optimize returns for both company and franchisees, dependent upon economic and trade area profile of each restaurant. Based on our current plans and experience, the Tier 1 investment is around $750,000, with a targeted sales lift of at least 25%. Tier 2 and Tier 3 investments should be around $550,000 and $375,000, respectively, and we expect them to generate sales lift that's scale with the investment. And we continually work to lower the investment cost of all 3 of these tiers. In 2013, we plan to double the number of company reimages from 2012 by reimaging 100 company restaurants. We also will build 25 new company-operated restaurants in the Image Activation design. Based on our current visibility into franchisee plans and commitments, we expect up to 100 franchise reimages in 2013 and 50 new restaurants. This would result in nearly 350 complete Image Activations by the end of 2013. We will continue to refine our plans for all 3 tiers in 2013 and expect more than 50 of the 2013 reimages to be Tier 2 or Tier 3 designs. We have shifted more emphasis to Tier 2 and 3 designs as our confidence in these designs has grown. We expect that this shift in emphasis to Tier 2 and 3 will help accelerate system-wide adoption of Image Activation and free up capital for use in other shareholder value-enhancing initiatives. As noted in our earnings release today, in July, we acquired 24 franchise Wendy's Restaurants in Albuquerque, New Mexico. This transaction is 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 franchisees, by increasing company and franchisee market concentration to improve customer service and to facilitate new restaurant development. By raising overall system competitiveness by a larger, well-capitalized existing and new franchisees, who are strong operators excited about the Wendy's brand and eager to grow. Lastly, we believe system optimization will enable us to provide more consistent EBITDA and earnings per share growth. Okay, let me go back. I'm sorry, I see that I missed a page here. And this relates to Page 36, relating to our franchise incentive. Our franchisees do realize the power and importance of Image Activation and are taking this journey with us. In late August, we announced an incentive to our franchisees and have seen really a solid response. We are offering $100,000 to the first 100 franchisees to complete a Tier 1 reimage in 2013. We've had many franchisees apply, and so far have awarded nearly half of this incentive offer. Now based upon our 2012 progress and future plans, we expect 50% of our company restaurants or about 750 restaurants to be image activated through a reimage or new build by the end of the 2015. The constraint to further accelerate Image Activation for company-operated restaurants is actually not capital but zoning, construction, people-sourcing and training constraints. So just to reiterate then, as we noted in the earnings release, we did acquire these 24 franchise restaurants in Albuquerque, New Mexico, as part of this system optimization effort. Now in pursuit of system optimization, you can expect to see Wendy's purchase and sell restaurants with the long-term impact of lowering the number of company-operated restaurants by several hundred. Of course, the biggest near-term contributor to EBITDA is North American same-store sales growth, the foundation of our growth pyramid. And we are seeing encouraging signs on marketing and advertising front. We are seeing positive feedback on our marketing campaign, including our new TV ads that feature both Red, who's an advocate for consumers, and Wendy Thomas, who speaks about the Wendy's brand promise. Ad awareness since the launch of this campaign is up 12% and intent-to-visit scores are up 9% since the April launch of the new campaign. Most importantly, we maintain same-store sales momentum by successfully promoting 2 premium products in the quarter, the Son of Baconator and Asiago Ranch Chicken Club. And customer response to the Bacon Portabella Melt has been very promising, as I indicated previously. And our product strategy is working in building share of large hamburger sandwiches, large chicken sandwiches and salads. In fact, in the latest quarter, Wendy's earned the largest share of premium salads. Finally, we continue to make progress on delivering our brand promise more effectively as evidenced by our improving internal metrics, as well as by external recognition that we have recently received from organizations that track our industry, including the ZAGAT, the American Customer Satisfaction Index and QSR magazine. In summary, we are pleased with the progress we are making with Image Activation, people development, product development and initiatives that return value to our shareholders. And now I'll turn it back to John Barker.