Naming In The News

For Immediate Release

Strategic Name Development Creates Wendy's Baconator Brand Name

Minneapolis, August 7, 2007

Wendy's Baconator A bright red wig and a hot juicy burger have helped Wendy's International, Inc. deliver significantly higher earnings results than this time last year.

In mid-July, Wendy's launched a new product named the Baconator™. The burger boasts half a pound of fresh, never frozen beef, six strips of hickory-smoked bacon, American cheese, ketchup and mayonnaise.

Wendy's has reported strong 2007 second quarter results thanks in part to their red wig marketing, taglines such as "That's right" and the Baconator™.

The Baconator™, which has been well received by Wendy's customers, owes its name to Strategic Name Development, Inc., a strategically and linguistically focused naming company based in Minneapolis, MN.

Strategic Name Development worked with Wendy's to develop a name that would highlight the impressive amount of bacon in a clever, playful way as well as encompass the substantial amount of beef and cheese. The name brings to mind the well-known Terminator character while the burger's name has taken on a character of its own in television advertising and a Baconator™ music contest at www.thisismyburger.com.

"We are thrilled with Strategic Name Development's exceptionally fresh approach to naming combined with their rigorous name research methodology," said Mario Smith, Director, Core Business Innovation New Product Development for Wendy's.

Strategic Name Development President William Lozito commented: "Wendy's has infused the business with innovative menu items and marketing. It was exciting to partner with Wendy's on this resurgence, especially on a fun assignment — creating the Baconator™ name."

For more information about Wendy's Baconator, visit www.wendys.com/food/Product.jsp?family=1&product=4.

About Wendy's International, Inc.

Wendy's International, Inc. is one of the world's largest and most successful restaurant operating and franchising companies.

Wendy's recently received brand, food and operations accolades from:

  • Zagat Survey®, a leading global provider of consumer survey content, which recently named Wendy's as having the best hamburgers in the quick-service restaurant industry. In addition, Wendy's ranked first among quick-service "mega-chains" (i.e., those with at least 5,000 outlets) for food, facilities and popularity.
  • This year's American Customer Satisfaction Index (ACSI) survey, produced by the University of Michigan's Stephen M. Ross Business School, ranked Wendy's in the top spot for customer satisfaction in the "limited service restaurants" category.
  • QSR® Magazine's 2007 Consumer Survey recently rated Wendy's as consumers' favorite quick-service restaurant (QSR) for the second-straight year.

More information about the Company is available at http://www.wendys-invest.com.

About Strategic Name Development, Inc.

Strategic Name Development, Inc. partners with companies to develop product names, company names, taglines and conduct brand name research. The naming company combines the three forces of linguistics, creativity and target market research to build brand names that are instantly recognizable, memorable and strategically sound. Utilizing its proprietary Name DNA Validation™ research methodology the company is able to measure emotional bonding power, memorability, latent association, fit to concept, pronunciation and sound symbolism.

Based in Minneapolis, Minnesota, Strategic Name Development has worked with clients from top companies around the globe. For more information about Strategic Name Development, visit www.namedevelopment.com.

Contact Information

Katya Miller
Director of Communications
952-830-4100
katya@namedevelopment.com