Fast food giant Wendy’s will close hundreds of its U.S. restaurants as it seeks to focus on value and boost its lagging sales domestically.
Between October and December, the fast food giant announced that its same-store sales, that is, sales at restaurants open at least a year, fell by 11.3% in the United States.
While Wendy’s announced plans late last year to close underperforming restaurants, interim CEO Ken Cook provided more details Friday during the company’s call with investors.
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Wendy’s interim CEO Ken Cook said the company will close 5% to 6% of its restaurants. (Al Drago/Bloomberg via Getty Images)
Cook said the company closed 28 locations in the fourth quarter of 2025 and plans to close 5% to 6% of its 5,959 restaurants, or 298 to 358 locations, in the first half of this year.
The planned closures come as the fast food giant continues its turnaround plan dubbed Project Fresh. Announced in October 2025, Wendy’s said the strategy is “designed to revitalize the brand, reignite growth, [and] accelerate profitability.”
Part of its plan to win back customers is to focus more on value, as many core customers still feel strained. higher cost of living.
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The fast food chain closed 28 locations in the fourth quarter of 2025, interim CEO Ken Cook said. (Zamek/Viewpress/Getty Images)
“Learning the value lessons of 2025, we have swung the pendulum too far toward limited-time price promotions instead of everyday value,” Cook said on the call.
Competitors like McDonald’s have found success by focusing on value for customers. The chain, which has focused heavily on value, said its U.S. sales increased 6.8% in the fourth quarter, the biggest increase in about two years. Its CEO, Chris Kempczinski, told investors Thursday that McDonald’s strives to “demonstrate leadership on value and affordability, and our efforts are paying off.”
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Wendy’s joins McDonald’s and other fast food chains in January when it launched a permanent value menu offering called “Biggie Deals.” It introduced new customization options in three price tiers: $4, $6, and $8.
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Cook also said 2026 would be a “rebuilding year” for the company, and highlighted the upcoming rollout of a new chicken sandwich and a “bacon and cheeseburger.”
“This year, our goal is to restore relevance and rebuild trust with customers through disciplined execution and marketing,” he said.
