Their food seems higher quality than McDonald's or Burger King, but they don't really have a "hook": Jack in the Box has all day breakfast and a very diverse menu, Burger King floods my mailbox with coupons, Taco Bell is "Mexican", Dairy Queen is the ice cream place, and McDonald's has the name recognition.

Wendy's is kind of just there as an alternate burger joint. Apparently the frosty is some sort of loss leader for them, as they do the coupon books at Halloween and you can get something that gives you unlimited frosties for a year for some silly low price like $5. But honestly, I only found this out recently because I never even think of them when I think of fast food.