WENDY'S
Wendy’s was the first QSR company that launched a value menu combo meal. It introduced “4 for $4” Value Offer in October 2015, and this combo included Jr. Bacon Cheeseburger, 4‐pc Nuggets, Fries and Drink. Later the company launched Crispy Chicken BLT – adding choice into 4 for $4. Being easy to replicate, similar value menu combos were added by almost every competitor.
KEEPING IT SHORT
Problem: After almost every fast food chain added their versions of value menu combo, Wendy’s needs to find a way to make its 4 for $4 deal stand out
Strategy: Differentiate and customize menu options and reduce waiting time to attract brand switchers
WORK DONE
OBJECTIVE
To understand the motivations and purchasing behavior of non‐loyal brand switchers who seek deals from competitors
RESEARCH
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Secondary research on food trends and factors which influence food related decisions
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Secondary research on quick service restaurants
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Analysis of customer’s information/data
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Survey about fast food and QSR brands
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Focus groups of non-loyal customers about fast food and QSR brands
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Interviews with customers at QSR stores
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Observations at QSR stores
DELIVERABLES
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Analysis of Wendy’s competitive position with 4 for $4 in the QSR marketplace
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Assessment of motivations and purchase behaviors of non‐loyal 4 for $4 customers, inclusive of qualitative and quantitative validation
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Strategic recommendation of what Wendy’s should do, from a communication, product, or meal structure standpoint, to attract these non‐loyal 4 for $4 customers and ultimately drive incremental visits.
TAGS
TEAM
Strategy, Surveys, Interviews, Focus Groups,
Observations, Secondary Research, Presentation
Darya Procopovich, Victor Reux, Jaya Singhal
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