Welcome to the Age of Fandom: A Conversation with Wendy’s CMO Carl Loredo
Building a strong brand requires a deep understanding of customers, a commitment to enhancing the customer experience, rethinking loyalty, and shifting towards truly value-centered relationships. While many talk about these goals, few have the ability to truly deliver on them. As marketing evolves into a service-driven approach, it’s essential to meet customers where they are and create meaningful connections.
In light of these challenges, I had the opportunity to speak with Carl Loredo, the Global Chief Marketing Officer of Wendy’s. With a background in major brands like Spotify and Frito Lay, Carl sits at the intersection of the key transformations happening in the marketing world. Here’s a glimpse of our discussion:
Billee Howard: Tell me about the journey Wendy’s is taking and your role in it.
Carl Loredo: Over my four years as CMO, both in the U.S. and now globally, my mission has been to position Wendy’s as the most talked-about brand in the world through innovation and customer connection. We are focused on cultivating genuine fandom, seeing our customers as more than just data points. While data is important, our approach centers on real, authentic conversations and human insight. Our goal is not just to understand our fans, but to truly engage with them in meaningful ways. This approach has been instrumental in our success, and we are now taking it global across our 7,000+ restaurants.
Our strategy is to create a unified global brand that resonates with fans in every market. By listening, understanding, and acting boldly, we have gained a leading position in the U.S. and are committed to continuing this success globally.
Howard: How have you fostered a customer-first mindset at Wendy’s?
Loredo: Our brand’s reputation for being both sassy and charming has been built over time. We prioritize genuine connections with our fans, treating them like friends rather than just customers. This approach has been key to our success.
