Trian Partners Activist Presentation Deck
In Case There Is Concern Nelson Lacks Digital Awareness...
Wendy's Case Study
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Wendy's (where Nelson Peltz serves as Chairman) has delivered 18 straight quarters of positive same-store-
sales in N. America. Social media has played a key role in these results
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In a recent interview with Forbes: Wendy's explained its simple philosophy on social media: (¹)
"Hire good people, give them direction and a framework, and let them do their job"
"Everything interesting in marketing has an inherent risk ... If you're like everyone else then no one will care"
"Most brands have several people handling the day-to-day posts, so without a clear direction your brand will never develop a
distinct voice"
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"You Want Snark With Those Fries? No
One is Safe From Wendy's Tweets"
Wall Street Journal (7/25/17)
Wendy's Social Media Campaigns in The News:
"Wendy's tweets are part of a strategy to
make the brand more appealing to young
consumers, who have been migrating to
places serving healthier fare than most fast-
food chains. 'Since we changed our tone of
voice, we've seen a number of new
consumers following us, said Wendy's Chief
Marketing Officer Kurt Kane... Social-media
watchers can't point to any [company] that
challenge competitors and consumers as
much as Wendy's"
THE
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Wendy's
COMPANY
"Step Aside, Ellen DeGeneres: The New Retweet
Champion Is a Nugget-Hungry Teenager”
- New York Times (5/9/17)
A 16-year old in Nevada sent Wendy's a tweet in April asking how many
"retweets" for a year of free chicken nuggets
Wendy's digital marketing team replied 18mm and the race took on a
life of its own, culminating with the young man appearing on the Ellen
DeGeneres show and taking the record as "retweet champion"
The race secured millions of free impressions for Wendy's and
culminated with the young man being rewarded with free nuggets
despite coming up short and Wendy's making a donation in his name
to the Dave Thomas Foundation for Adoption
(1) "Nuggs And Sass: Inside Wendy's Social Media Secret Sauce," by Tom Ward. Forbes.com 5/9/17.
As Chair, Nelson Peltz proudly (and 100% correctly) deflects credit for
Wendy's digital success to Wendy's world-class marketing & management team
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