The fast-food burger market was becoming saturated, but Thomas believed there was an opening to target wealthier young adults -- the Baby Boomer generation -- who weren't satisfied with burger chains geared to children. These customers, he believed, craved fresh beef and their own choice of toppings and would be willing to pay higher prices for a better-quality burger. Thomas wanted to name the restaurant after one of his five children and turn it into a family business. But none of his kids' names fit the nostalgic, family-values persona he wanted to create for the business. Dave Thomas, the founder of Wendy's, had a folksy style and everyman persona.

Source: CNN June 11, 2022 15:10 UTC