OPERATION ACTIVATION
COMMERCIAL KITCHENS
Thomas opened the first Wendy’s restaurant in Columbus, Ohio, in 1969. In 1970, he opened the second Wendy’s in Columbus, which featured the modern day Pick-Up Window. The concept included a separate grill, a unique feature in the quick-service restaurant industry. Innovation still is a part of the Wendy’s brand. Take its “Image Activation Program,” which pertains to the modernization of its restaurants. Today, the brand is remodeling its company-owned stores, with the majority of its franchised locations to follow, says Robert McNeill, facilities director of Starboard Management Group, which currently operates Wendy’s quick service restaurants in Philadelphia, Richmond, Va., southern New Jersey, Alabama, Tampa and South Florida markets.
Describe a typical day.
Well, that’s what I love about my job. There is no such thing as a typical day. Some days can be going along pretty uneventful, and then my phone rings with a district manager telling me that a car just drove through the dining room.
Define some of your biggest opportunities moving ahead?
I’d have to say reducing the construction project time line and costs – not just actual construction, but architectural and engineering services, permitting and procurement.
Are you optimistic about what you see out there?
I am. We have some great relationships with contractors and architects, and I’m looking forward to building new ones as well. As a whole, the economy and the construction industry seems to be doing well and are the way to reaching pre-financial collapse levels. I am also encouraged by our current remodel efforts, in terms of performance. We expect that our Image Activation will improve our sales outlook.
What is your growth plan?
In July 2012, we developed a three-year plan for growth called, “The Painted Picture.” We envisioned what the Starboard Group would look like as a company in July 2015. Part of that is to have 175 restaurants in our portfolio. Over the past two years, we’ve put systems in place such as payroll automation, workforce management software and a cloud-based facilities management system that can successfully and seamlessly handle that amount of growth. Today, we have the bench strength on our operations staff, and we are well on our way to reaching those goals by July 2015. Today, the company is enjoying relatively high average unit volumes, with sales of more than $120 million and average Wendy’s unit volumes of approximately $1.50 million. Wendy’s is the third largest quick-service restaurant company in the country, with more than 6,500 restaurants that post approximately $12 billion in system-wide sales. Commercial Kitchen connected with McNeill to get a feel for what the brand has in store for 2015.
What’s the biggest item on your to-do list for 2015?
We are implementing a five-year plan for remodels and refreshes with Wendy’s “Image Activation” platform. The platform incorporates a bold new modern design with features that include digital menu boards, a Wi-Fi bar and intimate seating areas that include a fireplace.
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What markets are you targeting?
We will pursue the right opportunity from the East Coast and as far as Utah.
What’s driving the growth?
It is being driven by a combination of factors, such as franchisor requirements, capital availability and existing franchisees exiting the system. Wendy’s announced in February that they’ll be selling about 500 of their corporate locations, so there’s that opportunity, as well as other franchisees that have decided to exit the system.
How many restaurants do you plan on adding? Approximately 100
COMMERCIAL CONSTRUCTION & RENOVATION — MARCH : APRIL 2015