Wendy’s has always been known for its iconic logo—a smiling, freckled girl with two bright red braids and blue ribbons. This American fast-food staple has been around since its first store opened in Columbus, Ohio in 1969 and has since expanded to become a billion dollar global-franchise. With expansion comes responsibility, and a need to adapt to the ever-changing social atmosphere; consumers have higher expectations for the companies they purchase from, and expect to return to familiarity and quality.
Most recently at the end of February, customers were troubled to hear that Wendy’s would be testing out a “dynamic pricing menu” in 2025 (Carpenter). News outlets reported that during busier business hours, customers might find themselves paying more than usual for their favorite Wendy’s food items—a practice begrudgingly known by consumers as surge-pricing. Backlash from fast-food goers resulted in a swift public response from Wendy’s to clarify the misinterpreted words of CEO Kirk Tanner. “We have no plans to…raise prices when our customers are visiting us most. Any features we may test in the future would be designed to benefit our customers and restaurant crew members,” shared a Wendy’s spokesperson (Hernandez). The company further explained that digital menuboards would allow for customers to be given menu suggestions and options based on factors such as weather and time of day, and even make discounts more easily accessible during slower times.
Familiarity and quality is important for customers even in the realm of price reliability; trust is built and maintained, otherwise, “it can erode the trust customers have with a company and drive them to competitors” (Hernandez). Outside of misinterpreted earnings calls, Wendy’s has received public criticism for several years concerning the exploitation and rights of farmworkers as they are one of the only major fast food chains who have not joined the Fair Food Program. The Fair Food Program (FFP) was founded in 2011 by the Coalition of Immokalee Workers in Florida in order to protect the rights of farmworkers and ensure a safe workplace (Sainato). The Fair Food Program guarantees a safe working standard for farmworkers and has a code of conduct that was created for and by farmworkers; it is independently monitored by the Fair Food Standards Council, and seeks to ensure that workers are protected against wage theft, sexual harassment, assault, and inhumane working conditions (Immokalee Workers), and has even received a Presidential Medal for its efforts.
For years, workers have marched to the home of Wendy’s Board of Directors’ chairman, Nelson Peltz, to protest Wendy’s ongoing refusal of joining the FFP. In 2022, workers marched 5 miles, and in 2023 and 2024, workers marched 45 miles from Pahokee to the billionaire’s home in Palm Beach, Florida (Hussey, Nespral, Sainato) in protest. Workers shared with local news station WPTV that their working conditions were abusive and pay was remarkably low. “There’s still endemic sexual harassment and wage theft that affects workers all over the industry…there are new creative ways the bosses use to keep people in forced slavery,” shared Coalition member Lupe Gonzalez (Hussey).
Wendy’s spokesperson dismissed the Coalition’s criticisms in 2023, saying, “Wendy’s does not participate in the Fair Food Program because there is no nexus between the program and our supply chain. Since 2019, Wendy’s has sourced our North American tomato supply exclusively from indoor, hydroponic greenhouse farms…[we have] established Supplier Code of Conduct that applies to significant suppliers of The Wendy’s Company…we also require third-party reviews related to the human rights and labor practices for suppliers of certain hand-harvested…produce” (Sainato). Members of the Coalition remain critical of Wendy’s despite their statement.
In November 2023, Grist, a self-described “nonprofit, independent media organization dedicated to telling stories of climate solutions and a just future,” published an article about AppHarvest—a hydroponic greenhouse farm whose partnership Wendy highlighted for their “spring-mix salad greens” in an infographic on page 18 of their 2022 Corporate Responsibility Report under “Responsible Sourcing.” AppHarvest farmworkers—who were primarily harvesting tomatoes—began filing complaints with Kentucky’s Occupational Safety and Health Committee as early as August 2020, with “one complaint [saying] workers were laboring in a heat index ranging from 115 to 136 degrees Fahrenheit” without immediate access to safe drinking water, which resulted in many workers drinking unsafe water due to dehydration, and others passing out from heat exhaustion, with some having to be taken away by ambulance (Gaffney). Workers would have bathroom breaks monitored, mandatory overtime, were poorly trained in the care of the plants resulting in loss of product and injury to themselves, and would also risk injury from wires that could not hold the weight of the tomatoes; this could cause over 500 tomatoes to fall on workers working in the tomato rows.
While it is possible that Wendy’s has other hydroponic greenhouse farms they were and are utilizing, it is not promising that they have not taken responsibility for having sourced from AppHarvest, a farm whose working conditions were not in line with current social responsibility claims on their website promising that their, “greenhouses they grow [tomatoes] in also provide an indoor, temperature-controlled working environment” (Wendy’s). If Wendy’s desires to be apart of genuine, social responsibility and change rather than being a company of hollow statements on colorful infographics, they would heed the advice of one of their other critics—the New York City Council who passed Resolution 131 in April 2023 in order to place greater pressure on the major fast-food chain to join the Fair Food Program. The Civil Service and Labor Chair, Council Member Carmen De La Rosa stated, “If large corporations are going to operate in our city, they must do so sustainably…the workers who care for us on a daily basis deserve sustainable wages and humane working conditions” (Immokalee Workers).
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Bibliography
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2. Coalition of Immokalee Workers. “Breaking: New York City Council Officially – and Resoundingly – Calls on Wendy’s ‘to Join the Fair Food Program and Support Farmworkers’ Human Rights’!” Coalition of Immokalee Workers, 12 Apr. 2023, ciw-online.org/blog/2023/04/breaking-new-york-city-council-officially-and-resoundingly-calls-on-wendys-to-join-the-fair-food-program-and-support-farmworkers-human-rights/?emci=2871ee56-3fd9-ed11-8e8b-00224832eb73&emdi=fa3140cd-40d9-ed11-8e8b-00224832eb73&ceid=13757640&link_id=12&can_id=1b7947c6f82701013810b3be4fbc082b&source=email-union-matters-april-7-2023&email_referrer=email_1879133&email_subject=union-matters-april-14-2023.
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