How a career full of restaurant experience led Jaime Weeks to the role of vice president and managing director of Wendy’s Restaurants of Canada
By Roma Ihnatowycz
Jaime Weeks likes to say she grew up in the restaurant industry. After all, she was just a teen when she landed her first restaurant job as a server at Red Robin, a gourmet burger chain in the U.S. What started as a part-time job rapidly morphed into training roles within the company, followed by a steady stream of increasingly senior positions at other quick service restaurant brands. That starting point led Weeks to where she is today: vice president and managing director of Wendy’s Restaurants of Canada.
To say it’s been a stellar career climb would be an understatement, and it all began with waiting tables at a burger joint in Virginia, where Weeks grew up. “That’s really where my career started,” says Weeks. “I’ve worked in the restaurant industry for more than 20 years, beginning as a server in high school and college, and then was able to transition that into a career.”
That transition took hold when a training director spotted Weeks working on the floor of the restaurant and was impressed with her energetic approach and work ethic. She felt that she had the potential to move from serving and hosting into a training role. “She saw something in me that I didn’t even see in myself at the time,” says Weeks, reflecting on her big break.
Weeks completed her undergraduate degree in interdisciplinary studies—followed later by an MBA—but it didn’t take long for her to realize that she had found her chosen career. “I caught the restaurant bug; it just kind of grabs a hold of you,” she says. “There’s something about being in this business—it’s fast-paced and very people-oriented—that I was drawn to and loved, and I had the opportunity to make a career out of it.”
Following her tenure at Red Robin, Weeks moved on to other well-established restaurant brands where she honed her training skills, serving in a number of training roles across many brands—including her most recent role as vice president, international training and operations at FOCUS Brands, before moving to Wendy’s in 2020.
One of Weeks’s notable work experiences was when she moved to Japan to work for Marine Corps Community Services. There, she was responsible for employee training in all the shops and restaurants at the base. It was an eye-opening experience, and helped Weeks develop a global skillset that’s served her well in her career. “It was an exciting opportunity, and it was the right time in my life for it,” says Weeks. “I had always been interested in international business and wanted that global experience.”
Weeks at Wendy’s
Weeks was well prepared for her next big career move: joining The Wendy’s Company, the second-largest quick service restaurant company in the hamburger sandwich segment in the U.S., with an extensive presence worldwide. Home to the famous Baconator®, fresh square beef patties, and iconic Frosty® dessert, Wendy’s® is a brand that needs no introduction.
Weeks initially led training for Wendy’s before packing her bags in the summer of 2023 to move abroad for the second time in her career. This time it was north of the border. She joined Wendy’s Restaurants of Canada as vice president of operations, before advancing into the role of managing director earlier this year. “I jumped at the opportunity to lead operations across Canada,” says Weeks. “It’s our largest international market, so it’s significant and of great importance to us. I’ve always been up for a new challenge and a new opportunity, and as you can tell by my past, I really enjoy the international aspect of the business.”
Embracing new opportunities is in Weeks’ DNA. In fact, she credits being “comfortable with being uncomfortable” as one of her most important career lessons and a large part of her success. “It’s when we’re a little uncomfortable and feel a bit challenged that we’re in the best position to uncover our growth or opportunities that will take us in a different direction than expected,” explains Weeks.
Equally important, says Weeks, is what a fellow executive she once worked with called “the hotshot rule.” What that means, she says, is continually asking yourself the following question: If a new “hotshot” employee were to come into your role, how would they do it differently?
“That allows you to have a fresh perspective,” says Weeks. “It’s something I’ve been able to employ in my career that has really helped me open my eyes. When you get stuck on something, you can ask, ‘If someone new was coming in with fresh eyes, how would they look at that?’”
Building on success
These days, Weeks is embracing the opportunity to expand on Wendy’s success in the Canadian market, where the brand is celebrating its 50th anniversary this year. The first Wendy’s restaurant in Canada opened in Hamilton, Ontario back in 1975. Today, says Weeks, “We’re positioning Canada as a key driver of growth across North America.”
Plans are in place to add 125 more restaurants over the next four years, with a strong focus on advancing digital capabilities at the restaurants. There will be more self-order kiosks, better delivery integration, and more locations incorporating the company’s Global Next Gen design concept, first introduced in 2022. The new design embraces the digital age to meet the demands of today’s consumers. For instance, it includes a walk-up window with dedicated parking spots for delivery drivers.
“Our ultimate goal is for the design to help us deliver a better experience and better returns,” says Weeks. “We believe that these advancements will not only help to improve the convenience and overall experience for our customers but also help us improve operational efficiency and ultimately profitability as well.”
At the same time, Wendy’s Canada continues to focus on its commitment to fresh-made quality fast food and innovative new or temporary offerings that align with contemporary food trends. This includes limited time offer items like its mushroom poutine, garlic mushroom bacon cheeseburger, and white chocolate strawberry Frosty, all of which rolled out last year. Its fresh beef patties are made from 100 per cent Canadian beef and 70 per cent of its overall menu is sourced in Canada, furthering its appeal to the Canadian market.
Wendy’s also continues to uphold the brand’s focus on community and charity initiatives, especially those supporting foster care adoption, such as the Dave Thomas Foundation for Adoption® and its signature program, Wendy’s Wonderful Kids. Wendy’s founder, Dave Thomas, himself adopted as an infant, was a passionate lifelong advocate for adoption and established the Foundation in 1992. Weeks now sits on the board of directors for the Dave Thomas Foundation for Adoption – Canada.
Building solid relations with franchisees is also high on Weeks’ priority list, and she is proud to share that more than 70 per cent of the brand’s current Canadian franchisees are actively looking to expand their footprint across the country—a testament both to their business success and their great relationship with the franchisor.
Furthermore, Wendy’s is actively looking for new franchisees to add to its team—people whose values and mission align with the brand’s core values. Most importantly, says Weeks, prospective franchisees need to be passionate about running a Wendy’s restaurant and all that it entails. Simply put, they need to enjoy the work. “It’s fast paced and it’s fun but it’s also a lot of hard work, so making sure [as a franchisee] you love what you do is a key part of that,” Weeks says.
Weeks is a walking example of someone who loves what she does, and she relishes the opportunity to build on Wendy’s success in Canada. “When you’re passionate about the work that you do, you don’t really feel like you’re working—I’m fortunate to feel like that,” says Weeks. “And being able to experience the culture of Canada, the diversity of Canada, and to travel all around this country has been an incredibly positive experience. I’m excited to give back to Canada in some small way in my role here.”
Learn more about franchising with Wendy’s Restaurants of Canada Inc.
