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Wendy's restaurant prototype
Wendy's is currently testing four restaurant prototypes featuring modern designs, new line queues and digital menu boards.
Wendy's "Real," "Fresh" and "Quality"-themed messaging exists throughout the new design.
The design features a variety of seating and large, dramatic windows.
Lounge-style seating complements a centerpiece fireplace and flatscreen TVs.
The Wendy's prototype restaurants include digital menu boards.
The "chute" line is rare in the QSR space, according to Tre Musco, president and chief creative officer for Tesser.
The digital menu boards are centered by a constantly moving screen showcasing various products.
The "chute" line features a preliminary menu board, similar to the drive-thru line, that offers a glimpse of the menu to guests who are waiting.
The late Dave Thomas resonated well during consumer research, and the new design features many reminders of his legacy.
In addition to flatscreen TVs and a fireplace, the Wendy's prototype also includes WiFi.
Modern lighting complements the overall theme of the new design.
Warm, natural colors and brick and wood materials balance the bold use of red throughout the store.
The "chute" line.
The "ultra modern" design is one of four prototypes being tested by Wendy's.
Although the new design features many changes, it still embraces Wendy's iconic logos and messages throughout the store.
The Columbus prototype included two Coca-Cola Freestyle machines, which dispense more than 120 different beverage flavors.
The Columbus prototype is testing menu items such as baked goods and proprietary coffee.
Wendy's new restaurant features partial exposure to the kitchen as part of a "Food Focus" objective.
Wendy's Columbus prototype includes outdoor patio dining.
One of the signature design elements of the test store is the floor-to-ceiling windows.
The drive-thru includes Wendy's messaging.
Each Wendy's test store will include this message in the entry, tailored specifically for each city.
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