Wendy's has launched a more interactive Wendys.com, which – after a complete overhaul – is more mobile and tablet friendly.
In response to consumers evolving digital habits, the new Wendys.com features elements such as feeds from Wendy's Facebook, Twitter and Instagram; a grid layout, more multimedia content and prominent nutrition information.
Its responsive design allows the website to be accessible from smartphones, tablets and other Internet-enabled devices, according to the company.
"The new Wendys.com uses cutting-edge technology and design to allow consumers to engage with our brand when, where and how they want," said Craig Bahner, Wendy's CMO. "With more customization and personalization tools, Wendys.com offers a vibrant experience for any visitor, especially mobile device users. And it will continue to evolve with consumers over time."
With around 10 million monthly visitors across digital and social networks, the new website is geared toward mobile users. Now, they can use GPS to quickly locate Wendy's restaurants, search for specific restaurant features (like WiFi and mobile payment) and geo-target Wendy's job openings within a particular area.
Click on any Wendy's product, and its calories, fiber and protein information are readily available. Also, website visitors can customize a menu item by seeing how adding or subtracting toppings will impact nutritional values.
Future website development will include the availability of localized pages that will enable restaurants to offer community-specific promotions, as well as integration with the My Wendy's App for other location-specific and nutritional functionality.
The new Wendys.com upgrade is a key component of Wendy's ongoing brand transformation initiative, which also includes menu innovations, including the recently launched Flatbread Grilled Chicken Sandwich, Frosty Waffle Cone and Late Night Moonlight Meal Deal; the re-imaging of restaurants with a contemporary look; an updated Wendy's logo; new crew uniforms and consumer-preferred menu boards and packaging.
Read more about online and mobile initiatives.