Forget the Special Sauce, Wendy's Uses Sex Appeal to Expand Internationally

At Wendy's (NYSE: WEN), the Spicy Chicken Sandwich is no longer the spiciest thing on the menu.In an effort to expand internationally, Wendy's has traded its schoolgirl mascot for two sexy maidens, the Moscow Times reports. While the trade isn't permanent – the women were hired to lure men, photographers and journalists to the grand opening of the first standalone Wendy's in Russia – the company has shown that it is willing to go the extra mile to build its core brand.This expansion effort goes far beyond this single location. The restaurant chain recently agreed to sell Arby's to Roark Capital Group, inspiring investors to take action. While this move might come as a disappointment to those who hoped Wendy's could become an all-encompassing powerhouse, it is important to remember that this is not the first time the company has sold off one of its divisions. Previously in 2006, Wendy's parted ways with its Mexican restaurant chain, Baja Fresh.According to the Moscow Times, Wendy's gimmick worked as photographers eagerly gathered to take pictures of the lovely ladies. Unfortunately, the stunt may also have some drawbacks. Andrew Skehan, a U.S. exec who attended the Russian launch, said he was not aware that Wenrus Restaurant Group, the franchisee in charge, was going to “sex up” the chain's icon.“He said he would probably have to deal with a flood of phone calls from Wendy's/Arby's headquarters in Atlanta once his associates saw the photos,” the Moscow Times writes. “Wendy was, after all, the daughter of the chain's late founder and chief executive, Dave Thomas.”While speaking to reporters at the opening, however, Skehan said that the Russians were the “most beautiful” Wendy's girls he had ever seen.The Moscow Times said that the new Wendy's location marks the second step in the company's plans to launch at least 180 restaurants, franchises and sub-franchises in Moscow and the Russian regions over the next 10 years. Prior to this standalone offering, Wendy's entered the food court at the Kapitoly shopping center in southwestern Moscow.Follow me @LouisBedigian