Dave Thomas and Wendy's Hamburgers
Dave Thomas and Wendy's Hamburgers: Columbus, Ohio and America's "Other" Hamburger Empire
ISBN 978-3-86821-094-1, 235 S., 104 Abb., € 24,00 (CD-ROM, 2008)
(Cultural Studies in the Heartland of America, Bd. 11)
This thesis focuses on Wendy's International Inc., one of the world's leading fast food companies. By studying food and business issues within the wider context of U.S. culture, the hamburger empire will be examined from more of a cultural viewpoint than a business one. This cultural study also provides background information about Wendy's founder Dave Thomas and the chain's first restaurant in Columbus, Ohio. The main part will examine Wendy's formula for success, taking into consideration its corporate logo, philosophy, people, products and profits, advertising history and its global impact since the corporate founding in 1969. Wendy's International Inc. will also be approached from the customer's perspective, presenting a market research study and survey results. This thesis concludes with a glossary of the most relevant terms in the fast food industry.