Filed under: Products and services, Consumer experience, McDonald’s (MCD), Wendy’s Intl (WEN), Burger King Hldgs (BKC)
I was in a fast-food frame of mind last night, so I thought I’d check out Wendy’s (NYSE: WEN) same-store sales report from last week. For the first quarter, Wendy’s average same-store sales at franchise locations in the United Says were essentially flat, declining by a mere 0.1%. However, in the year-ago period, the performance was a lot better, as comps increased 3.7%. Average same-store sales at company locations declined 1.6%; this compares to an increase of 3.8% in last year’s quarter.
The early Easter holiday and inclement weather were sourced as reasons for the poor performance. Hmmm…not so sure about that. Wendy’s might have just dropped the ball this time around. Hey, it’s not simple competing with Burger King (NYSE: BKC) and McDonald’s (NYSE: MCD). As a matter of fact, in the case of Burger King, you have to admit that it does have a pretty edgy marketing campaign currently supporting its brand equity (I love the company’s humorous commercials).
Comps aren’t everything to a fast-food chain’s story, but this lackluster performance doesn’t compel me to open the URL to my broker and place an order for shares of the company. Complicating things is the fact that Wendy’s has expressed its desire to sell itself to a buyer. This makes the situation speculative, to me at least. For now, I’ll stay away from Wendy’s as a potential investment idea, but I do continue to watch McDonald’s — I’ve been perpetually interested in owning that one, but haven’t pulled the trigger yet. I will admit, however, that Wendy’s burgers are pretty cool…
Disclosure: I don’t own shares in any of the companies mentioned; positions can change at any time.
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