How does a standalone restaurant become a chain with hundreds or even thousands of locations? By partnering with teams of foodservice experts who specialize in design and build, sourcing, supply chain logistics, equipment, smallwares, custom manufacturing, and personalized distribution services.
For nearly 125 years, Wasserstrom has provided honest and transparent partnerships that succeed in multi-unit restaurant growth. Today, Wasserstrom is a leader in servicing chain businesses and have been doing it longer than anyone else in the industry.
Let’s look at a partnership forged in the past, which is still thriving to this day: the value-based, strategic alliance between Wasserstrom and Dave Thomas that transformed Wendy's into a benchmark for quality in the fast-food industry.
Wasserstrom’s partnership began when Dave Thomas was in process of upgrading his recently purchased KFC locations. He sought out Wasserstrom for their equipment expertise and met a young Rodney Wasserstrom who became his trusted go-to man with a can-do, will-do attitude.
Frequent interactions between the two built a strong bond, centered around trust, respect, and the peace of mind that comes with consistent, high-quality results. With Wasserstrom’s support, Dave Thomas quickly revitalized his new KFC locations. This early collaboration became the foundation for a much larger partnership when Thomas launched Wendy’s.
After selling his KFC franchise, Dave Thomas envisioned a high-quality hamburger restaurant that rivaled the best. With a menu in mind—burgers, fries, Frosties, and chili—he approached Rodney who he knew would be able to bring this vision to life. Rodney called upon talented engineers and designers, building a comprehensive team of experts to get this project in motion.
With Wasserstrom by Dave’s side, the first Wendy’s soon opened its doors in November of 1969. “I knew enough at that time that this is something that has to be done quick” Rodney reflected. “We were right on it, we made it our number one project.”
Dave and Rodney were able to move so quickly because of the trust Dave Thomas had in Wasserstrom. Rodney remarked, “What Dave found with us is that he was comfortable with the team that we had assembled; they were knowledgeable, they were honest, and they were hard-working.”
Even with the best-laid plans, there were setbacks that came with Wendy’s flagship opening. But as industry experts, Rodney and his team knew how to pivot and problem solve. Mere hours before the grand opening, trouble unfolded. The chairs and lampshades Dave Thomas selected fell short of his exacting standards. A small detail, perhaps, but in the foodservice world, quality is paramount. He wanted these items replaced as quickly as possible.
Rodney took this opportunity to listen to his customers’ needs and do everything in his power to ensure that Wasserstrom would deliver. They raced against the clock to find replacements that met Dave’s rigorous expectations. With meticulous attention, they sourced new chairs and commissioned custom Tiffany-style lampshades from a local glass artisan. The results were stunning.
This unexpected challenge showcased Wasserstrom’s commitment to excellence and our ability to overcome obstacles. As Rodney later reflected, “The way that it was handled, I think it did a lot for many years.” And he was correct; this incident further solidified Wasserstrom’s reputation as a partner who could handle the flexibility, the immediacy, and the challenges that today’s businesses required.
Wendy’s early days were marked by an unexpected smallwares challenge. Spatulas, a seemingly simple tool, proved surprisingly problematic. In the quest for the perfectly shaped patty, Dave required that the burgers were pressed a certain way normal spatulas couldn’t handle. Their rapid wear and tear hindered kitchen operations. The team tried out dozens of brands, but none could consistently produce Wendy’s signature square burger shape paramount to Dave’s menu.
Innovation is a key tenant in Wasserstrom’s practices. They value proactive problem-solving, anticipating customer needs, and developing tailored solutions. Rodney noted that “Dave appreciated that we had a company that we ourselves would step outside the box to do whatever had to be done. We try to be one step ahead of what our customers are asking for.”
That Saturday, Rodney ventured into a dozen hardware stores seeking a solution. At long last, he discovered a cement trowel that—with a few modifications—would be perfectly suited for Wendy’s unique burger patties. He knew that these modifications would be successfully made using Wasserstrom’s factory and the expertise of its associates. This innovative solution to an unusual problem became a cornerstone of the restaurant’s operations.
“As Wendy’s was growing, there was a need for custom items. We would make things for an exact fit. We created a company named Quadra-Tech to manufacture custom items for Wendy’s and other customers. Quadra-Tech started with one person and a few machines. Today, it’s a large entity within the Wasserstrom family of companies.”
Wasserstrom’s approach to problem-solving is rooted in ingenuity. Rodney emphasized Dave Thomas’ appreciation for the company’s willingness to think outside the box.
Sticking to their core values of family, community, hard work, honesty, and integrity provided Dave Thomas with the highest-quality work, which our team then extended to the Wendy’s franchise community. Soon a single location turned into hundreds, eventually totaling over 6,000 locations in the United States.
As the industry evolved, so did Wasserstrom. Whether it’s innovation via cement trowel spatulas, the newest technology in connectivity solutions, or supply chain analytics, Wasserstrom welcomes technological advancements that propel their industry forward. “Business is different today than when Wendy’s started many years ago. But, the core values of the company have never changed,” Rodney added.
From the time Rodney’s grandfather, Nathan, founded the company in 1902, Wasserstrom has been more than a supplier; they are a committed partner. Dave’s unwavering dedication to excellence inspired Wasserstrom’s team to push boundaries and deliver exceptional service. This ethos, instilled in their company from its inception, has remained steadfast through the years. Their value for transparent partnership, innovative solutions, and adaptability allowed them to share a piece of foodservice history.
“We’re a special company, there’s a culture here that’s not in every company, and it enables us to have the very best people. And if you have the very best people, you can do everything and anything that is needed.”
Wasserstrom has a proven track record of creating industry leaders. Today, they are a leader in foodservice distribution for the restaurant industry. Wasserstrom works with hundreds of chains, franchisees, as well as single-location operators, providing service to thousands of locations.
Just as they helped to propel Wendy's to iconic status, Wasserstrom can be the driving force behind your brand's success.
and let's carve out a future where your business connectivity is not just facilitated but masterfully executed
