Wendy’s of Idaho Classic Foods

Classic Foods Inc., a Wendy’s® franchisee with 25 locations across Idaho and Utah, set out to modernize its roadside marketing by replacing outdated static reader boards with dynamic digital signage. With its restaurants located in high-traffic areas and local marketing tied closely to national campaigns, the team needed a solution that would increase visibility, improve brand consistency, and reduce the time spent managing promotions at the store level.

To bring that vision to life, Classic Foods partnered with Braeden Ricks, DMA marketing manager for Wendy’s of Idaho. He supports multiple franchise groups across the region, helping local operators stay aligned with national brand standards while improving marketing execution. For both Ricks and Classic Foods, digital signage quickly became a key part of the strategy.

Today, nearly 60 percent of Classic Foods locations feature outdoor LED displays from Watchfire, with plans to reach 90 percent by the end of 2025. The goal: create a seamless brand experience and give operators tools to act quickly in a competitive QSR market.

“Partnering with Watchfire for our digital signage needs has been a game changer for Classic Foods and other franchisees in our region,” said Ricks. “We are now able to provide approved assets and product photography straight from corporate that operators can easily download and schedule at their locations almost instantly. That level of control and speed has brought a new level of consistency and professionalism to our marketing.”

Working with Watchfire and a trusted sign company partner, the switch to digital reader boards has transformed how Wendy’s of Idaho’s franchisees respond to new product launches, regional promotions, and daypart strategies. Using Watchfire’s Ignite OPx cloud-based content management system, operators can update messages remotely and in real time, without added workload or technical hassle.

According to Ricks, “Having the flexibility to switch out content for the hottest items—whether it’s a limited-time promotion, such as the SpongeBob SquarePants collaboration last fall and Girl Scouts Thin Mints™ Frosty® from this spring, or highlighting breakfast options during morning commute hours—means stores can adapt to customer demand in real time.”

Classic Foods has seen measurable impact, including improved agility, lower labor demands, and stronger brand alignment. “They’re a huge proponent of the program because they’ve seen the difference,” Ricks added. “Digital signage elevates the customer experience, promotes the right products at the right time, and helps the entire Wendy’s system maintain a cohesive, modern image.”