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1970-present
Wendy’s first slogan, “Quality Is Our Recipe,” has existed since 1970. It was created by Wendy’s founder, Dave Thomas, who committed his chain to fresh ingredients. The slogan has appeared on packaging, signage, and other items since its founding.
1977-1980 & 1987
The “HOT-N-JUICY” slogan was created to emphasize the fresh, made-to-order burgers that arrived sizzling hot to hungry customers. This came after Wendy’s patented its “hot holding” system, which kept burgers fresh throughout the day.
1981-1982
“Ain’t No Reason to Go Anyplace Else” built Wendy’s up as the premier fast-food chain. The slogan was introduced with its new SuperBar that allowed customers to create their own salads or add healthy options to their plates.
1982-1985
The “You’re Wendy’s Kind of People” slogan was launched with the famous ad campaign, in which founder Dave Thomas appeared in over 800 commercials. The slogan and campaign demonstrated that Wendy’s was open to anyone.
1984-1986
As Wendy’s most successful slogan yet, “Where’s the Beef?” became a cultural phenomenon beyond fast food, appearing in everything from parodies to TV shows. The slogan boosted sales by 31% and even entered political discourse when Walter Mondale quoted it against Gary Hart during the 1984 Democratic presidential primary debates.
1985-1988
The slogan “Choose Fresh, Choose Wendy’s” was a spin on its “Quality is our Recipe” tagline. Again, focusing on freshness.
2002-2004
“It’s Better Here” took direct aim at its competitors like McDonald’s and Burger King. Boldly claiming their chain was better than anyone else. CEO Jack Schuessler even declared that Wendy’s would “change how people eat hamburgers.”
2004-2007
Wendy’s “Do What Tastes Right” slogan was introduced when the chain was experimenting with bold flavors. Ironically, Wendy’s was dealing with a legal fallout after a customer’s infamous discovery of a human finger in their chili. Later, it proved to be a hoax.
2007-2009
“IT’S WAY BETTER THAN FAST FOOD... IT’S WENDY’S” again positioned Wendy’s as a superior option to fast food. This tagline had a few regional differences like Canada’s “It’s Way Delicious” and Quebec’s “Carrément bon”/“Squarely good.”
2010-2012
The slogan “You Know When It’s Real” highlighted fast food’s authenticity, as consumers were looking for food with fewer artificial ingredients. The campaign featured founder Dave Thomas’s daughter, Wendy, in advertisements for the first time, helping to bring the brand back to its roots via nostalgia.
2012-2016
During Wendy’s “Now That’s Better” campaign, redheaded spokeswoman Morgan Smith Goodwin brought a fresh, modern appeal to the brand’s image. In its commercials, she cosplayed the Wendy’s girl. The slogan helped Wendy’s overtake Burger King as the second-largest burger chain in America for the first time in its history.
2016-2019
In 2016, Wendy’s launched “Not Just Different, Deliciously Different” to highlight its square patties and unique menu offerings. This campaign came with its savage social media presence, where they turned their Wendy’s girl mascot into a professional roaster on Twitter. It brought the brand millions of new followers and reinvigorated it with Millennials and Gen Z.
2023-present
Most recently, the “Square’s the Beef” slogan played on its famous “Where’s the Beef” slogan. The campaign celebrated the chain’s uniqueness through its iconic square burger patties.
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