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Wendy's 'Image Activation' store opens in Grand Rapids

Wendy's of Michigan announced the Grand Opening of the company's fourth Michigan Image Activation Wendy's restaurant in downtown Grand Rapids

January 19, 2016

Wendy's of Michigan, owned and operated by Meritage Hospitality Group, announced the grand opening of the company's fourth Michigan Image Activation Wendy's restaurant in downtown Grand Rapids at 1061 Michigan St. NE. The restaurant opened to the public on Jan. 13, according to a company press release.  Meritage Hospitality Group is a publicly traded company driving strategic growth in the competitive quick service and casual dining industries. It has more than 160 Wendy's restaurants in seven states.

In February 2013, The Wendy's Company announced their plan to revitalize the quick service brand and urged the franchise community to join them in their efforts. The brand revitalization includes a new logo, product innovation, fresh packaging, crew uniforms and revived advertising.

"Meritage is very excited to partner with The Wendy's Company in this project,” said Lindsay Stone, director of marketing for Meritage.  "This is our fourth Image Activation in Michigan, and each time we reimage our restaurants the response we get form the community is amazing.  People really love to come and experience the new Wendy's atmosphere.”

The construction or remodel of Image Activation restaurants is a piece of the brand revitalization. The new restaurant features modern designs that enhance the guest experience. Features include lounge seating with flat-screen TVs, a fireplace, an outdoor patio, Wi-Fi, Coke Freestyle machines and digital menu boards, the release stated. The all-new Michigan St. restaurant uses innovative interior and exterior designs that reinvent the Wendy's restaurant environment.

"This Image Activation restaurant is more than just a new design,” said Al Pruitt, president of Wendy's for Meritage Hospitality Group. "It is an all-inclusive transformation that involves elevating service, while evolving the overall guest experience.  We expect to have so much success at this location that we had our crew and managers train in Columbus at Wendy's Headquarters to help prepare for this grand opening”  

This restaurant will be the first in west Michigan that will feature a Y-Lane pick up window, which is a design that allows two vehicles give their orders simultaneously while increasing vehicle capacity by 25 percent. This feature is also a first for Meritage and will be under observation to gauge if the company will roll it out to more of its restaurants.

"We are ecstatic to reopen this location on Michigan Street,” said Mike Baldwin, Wendy's of Michigan area director.  "We expect to see this restaurant post record sales in its first year and continue to grow into the future.  It is also at the forefront of the revitalization of the Michigan Street and Medical Mile corridor and will be the standard that all other properties compare themselves too.”

In addition to opening a new Image Activation restaurant, Wendy's of Michigan helped raise over $109,000 for Helen Devo's Children's Hospital.  This was done by asking customers to "round up” their bill by 50 cents through the month of December.  This marks the 20th year that Wendy's of Michigan has raised money for a local organization. In that time over $3 million has been raised.  Other recipients in the past have included Children's Food Basket, Feeding America and Boys & Girls Club.  A check presentation for the $109,000 raised will be held at the new Michigan St. location and will be featured on WOODTV 8 at a later date.

This Image Activation restaurant is being considered Meritage's flagship restaurant.  Meritage is planning a reimaging schedule in 2016, hoping to Image Activate 18 restaurants throughout its system.