Let's Go To Wendy's And Cuddle By The Fireplace

Why scarf your Baconator and fries on the go? Grab a ketchup packet or five and settle in by the fireplace. As part of Wendy’s (WEN) efforts to update the 43-year-old brand (including a redesigned logo), 80 of its stores have already added fireplaces surrounded by lounge-style, faux leather chairs. This year, 200 more Wendy’s restaurants in North America will be remodeled with fireplaces, and by the end of 2015 the chain plans to have renovated more than 600 company-owned stores.

Why are there fireplaces at Wendy’s? Tré Musco, chief executive of Tesser, the San Francisco design firm behind Wendy’s makeover, says the chain was looking for a way to make its restaurants more inviting. “The hearth at home is a gathering place. It’s warm, it’s comfortable, it says stay and relax, as opposed to, this is fast food, get in and get out as quickly as possible,” he explains. In other words, it helps slow down the fast-food experience.

Encouraging customers to dine in has its benefits. They typically spend slightly more than when they order takeout or drive-thru, says Wendy’s spokesman Denny Lynch: Sales at the renovated stores are up 25 percent so far.

There’s also the pressure to keep up with the McJoneses. Some McDonald’s (MCD) restaurants in the U.S. and Canada already have fireplaces, and they were included as an option when the chain announced a redesign in Canada in 2011. Subway tested them in some café-style restaurants. While fireplaces were added to some Jack in the Box (JACK) locations starting in the mid-2000s, spokesman Brian Luscomb says they will likely not be part of the chain’s design moving forward due to cost.

Wendy’s general guidelines are that the fireplaces—which cost $4,000 to $6,000 each, including installation—be kept on all day, even in the summer and in hot climates, though that will be left to the discretion of each store’s general manager.

Consumers shouldn’t plan on roasting marshmallows or warming their hands over the fire. “The fireplace is designed for atmosphere, not for heating,” says Lynch. They’re enclosed in glass for safety. Most are fueled by gas, says Musco, and some are electronic and only produce light that simulates a flame. That might not create the same ambience, but at least your Frosty won’t melt.

via finance.yahoo.com

Comments

[CoG]

You know, I might be more willing to say "Oh, that's a good idea!" if they hadn't just hopped on the "Obamacare is too expensive, so we're cutting back everyone's hours" bandwagon :P

[Queer Geek]

I'm sorry that won't work for every Wendy's. The one in my city is in a really rough area of town. Graffati on the walls, bums sleeping in the booths, and junkies using the toilets to shoot up. I highly doubt that putting some nice IKEA furniture is going to stop these miscreants from ruining the place.

[Skittles]

@CoG That's a damn good point.

[Nomnom]

I honestly don't find that fireplace setup very inviting. I think it's the style of furniture. I want to sit in a chair with arms. You can't exactly curl up in a chair without arms. Also: side tables are better than coffee tables. I don't want to lean forward to get my drink.

.... Am I being too particular? lol

[SusannahJoy]

Jack in the Box tested this same thing out a few years ago. You could get a beer and sit on the couches and they had some different food. I'm not sure how that worked out, it was only going to be a temporary thing to begin with, so they all converted back. I only went once while it was the sit down type place, but even after they went back, those Jack in the Boxes were WAY nicer than the others, so they became my new place to go.

[Nocturnesthesia]

It seems more places are trying to compete with Starbucks and encourage people to hang around and mooch Wifi all day. I think it's a mistake. It might seem like the "eat your lukewarm pig rectum sandwiches and get the fuck out" model discourages spending, but I seriously doubt they will make much more from cheap ass students that order a small coffee every 3 hours to avoid getting kicked out.