Local Wendy’s Owner Says It’s All About People
Wednesday, May 16th, 2012
Business is up at the four Wendy’s restaurants in Albany this year, according to owner David Ivey. Sales have been building over the past two years despite a down economy.
“It’s been pretty positive and I think some of that is due to improved, more consistent operations in our restaurants,” Ivey said.
Ivey and his wife Jennifer purchased the Wendy’s franchise in Albany in July 2009. They moved to Albany with their two children from Tampa where they had recently sold a Wendy’s franchise. Ivey focuses on running the restaurants – teaching his managers and front-line employees how to operate efficiently and provide friendly service. Jennifer focuses on marketing and community support.
“The business is all about people. Jennifer and I make all the hiring decisions because it’s so important to hire people who understand the vision and how to be nice, friendly and sincere,” Ivey said.
Innovating on the Menu
Wendy’s corporate leadership has gone back to its roots in recent years, featuring Wendy – the daughter of founder Dave Thomas and the chain’s namesake – in its advertising. The chain also continues to innovate with new menu items.
“Product innovations are another reason our sales continue to grow. Recently we’ve added signature sides such as chili cheese fries, mac ‘n cheese and sweet potatoes,” Ivey said.
According to Technomic, an industry research firm, Wendy’s recently overtook Burger King as the number two U.S. hamburger chain for the first time ever. Wendy’s 2011 sales were $8.5 billion compared to $8.4 billion for Burger King. However, Wendy’s has roughly 5,900 locations in the U.S. while Burger King has about 7,200 locations.
Building Relationships in the Community
When the Ivey’s purchased the business, the Wendy’s franchise was not involved in very many community initiatives. That’s changed.
“I knew Dave Thomas well and he believed you have to give back to the community. He was a foster child and believed there was nothing more important than helping children,” Ivey said.
According to Jennifer, the couple realized they could spend marketing money on billboards and other types of advertising, or they could invest the money in building ties in the community. Over the past two years, Wendy’s has invested in many community initiatives including in Darton College, Albany State University, Dougherty and Lee County school systems, Dixie baseball, the American Cancer Society, the Lily Pad and Foster Care Awareness.
“One of the things I’m most proud of is our work with local foster care programs. We collected toys at the restaurants for over 100 children during the holidays last year and contributed funding as well to provide every foster care child in Dougherty County at least $100 worth of presents,” Ivey said.
Currently, the Ivey’s are working with Lee County schools – Kinchafoonee Primary School in particular – on fundraising initiatives. Wendy’s donates FrostyTM key chains that entitle the holder to a free FrostyTM every day for a year. The school can then sell the key chains to raise money.
“We dropped off 4,000 key chains that the school can sell for one or two dollars each so that’s a great fundraiser for them,” Ivey said.
Wendy’s also sponsors community nights when 10 percent of sales are donated to schools. Classes compete to see which can raise the most money and the restaurants provide a festive atmosphere with balloons and a blow-up, 10-foot-tall FrostyTM on hand. Ivey added that their restaurants are open to any schools, teams, clubs, or churches for fundraising opportunities.
In addition to their focus on recognizing children, as part of the Albany Wendy’s Cares campaign, Wendy’s offered 10% off any order for active or retired armed forces, police, or firefighters.
“We know it will take time to build ties with the community but we’re committed to staying the course. This is our home now,” Ivey said.
The Ivey’s Wendy’s restaurants are located at 1101 Dawson Road, 1714 East Oglethorpe Blvd., 3001 N. Slappey Blvd. and 2548 Dawson Road. For more information, contact David Ivey at [email protected].
