One of America’s most recognizable fast-food chains will treat 2026 as a “rebuilding” year, its interim CEO told investors during an earnings call last week.
While it was previously announced that Wendy’s planned to close a number of underperforming locations, investors received more detailed guidance from interim CEO Ken Cook during the call.
Cook said the company closed 28 restaurants in the fourth quarter of 2025 and expects to shutter between 5% and 6% of its 5,959 locations, roughly 298 to 358 restaurants, during the first half of this year.
As previously reported by The Hill, the move follows the closure of 240 U.S. locations in 2024.
The Dublin, Ohio-based company reported that during the October through December quarter, same-store sales, or sales at restaurants open for at least one year, declined 11.3% domestically.
“In the fourth quarter, global system-wide sales declined 8.3% on a constant currency basis, and U.S. same-restaurant sales declined 11.3%, driven by marketing spend, which was down significantly in addition to a tough comp with our SpongeBob collaboration in the prior year,” said CFO Suzanne Thuerk.
“The decline in U.S. same-restaurant sales was driven by a decrease in traffic, partially offset by a higher average check,” she added.
Looking ahead, Wendy’s plans to refocus on “value,” said Cook. “Learning from 2025 around value, we swung the pendulum too far towards limited-time price promotions instead of everyday value.”
In January, Wendy’s rolled out a permanent “Biggie Deals” value platform, structured across three price tiers: $4 Biggie Bites, $6 Biggie Bags and an $8 Biggie Bundle. The move signals a more sustained push toward everyday affordability rather than short-term promotional swings.
The company is also preparing to launch new menu items, including a new chicken sandwich and a cheesy bacon cheeseburger, in an effort to reignite customer interest.
“Our focus this year is restoring relevance and rebuilding trust with customers through disciplined execution and marketing,” said Cook.
The renewed emphasis on value comes as competitors sharpen their own pricing strategies. McDonald’s, for example, has leaned heavily into value messaging and reported a 6.8% increase in U.S. sales during the fourth quarter, its strongest domestic growth in roughly two years.
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