Wendy runs for the ‘safety’ of youth.

Aside from new products, Wendy's hopes to boost sales by focusing its marketing on consumers aged 16 to 28. The chain has been known for appealing to the older, baby boomer generation.

"Our focus going forward is going to be to increase relevance among a younger audience," Chief Marketing Officer Ian Rowden said at the meeting.

The company launched its "Do What Tastes Right" advertising campaign in 2005 after struggling with the lack of a clear marketing message since the death of founder Dave Thomas. The Chief Executive said the company was still working on sending different marketing messages to a range of consumers. He went on to say: "When Dave was alive he did our commercials and he transcended all demographics." "What we have now is different types of messages that are targeted to different types of demographics. It's a transition we absolutely have to make."

In a world that is getting older and becoming age-neutral, Wendy’s want to focus on youth and become age-specific. An ‘interesting’ strategy. Dick Stroud