Wendy's CEO [PERSON_NAME] has outlined a five-point strategy to restore the chain's position as the No. 2 burger brand, citing lost ground to Burger King due to quality and value erosion. Since taking the helm in May, [PERSON_NAME] has criticized the company for shortchanging ingredient quality for cost savings and uneven service. The initiative includes remaking the leadership team, with former [PERSON_NAME] executive [PERSON_NAME] joining as chief marketing and customer growth officer. [PERSON_NAME], the existing marketing chief, will depart in coming weeks. [PERSON_NAME] emphasized a return to core menu strength and reduced reliance on promotional activity, noting the need to rebuild the menu at the ingredient level.

The CEO is also navigating shareholder pressure from [PERSON_NAME] Trian Fund Management, which has explored strategic options including taking the company private. Same-store sales have been pressured by unit closures, with [PERSON_NAME] stating the company has closed more locations than it has opened over the last 12 months. The leadership shakeup signals a focused effort to reinvigorate the brand's core offerings and operational consistency.