FREE MEMBERSHIP Includes » ABL Advisor eNews + iData Blasts | JOIN NOW ABLAdvisor Gray ABLAdvisor Blue
Skip Navigation LinksHome / News / Read News


GE Capital Provides $100MM Facility to Assist Franchisees in Wendy’s Rebranding

September 25, 2013, 08:08 AM
Filed Under: Restaurant

As Wendy’s restaurants undergo a total brand transformation — which includes “re-imaging” existing restaurants and developing new ones as well as a new marketing, logo and packaging — GE Capital’s Franchise Finance (GEFF) business has provided a $100 million credit facility to finance qualified franchisees that want to update their restaurants.

Known as “Image Activation,” the rebranding process will result in an ultra-modern restaurant design that includes lounge seating, flat-screen televisions and wireless Internet service. Wendy’s franchisees have already applied to re-image nearly 150 restaurants; the company believes most of the 100 restaurants that are in the midst of Image Activation will be open or under construction by the end of this year.

“The Image Activation re-imaging program is an essential element of our brand transformation,” said Dan Collins, Wendy’s senior vice president and treasurer. “This contemporary restaurant design reinforces our mission to position Wendy’s as ‘A Cut Above,’ and we are excited to work with GE Capital to help our franchisees participate in this brand evolution.’”

“The opportunity to help an iconic brand reengineer its customer commitment doesn’t come along every day,” said Agustin Carcoba, the leader of GEFF. “We’re thrilled to provide financing for Wendy’s franchisees as they make one of the biggest brand moves the restaurant industry has seen.”

The Wendy's Co. is the world's third-largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and company restaurants in the U.S. and 26 countries and U.S. territories worldwide.

GE Capital, Franchise Finance is a leading lender for the U.S. franchise finance market via direct sales and portfolio acquisitions.

Comments From Our Members

You must be an ABL Advisor member to post comments. Login or Join Now.