Wendy’s. “3conomics” By: Lana Maric. Wendy’s started in Columbus, OH in 1969 by Dave Thomas. 3 rd largest hamburger fast food chain in the world. Menu includes hamburgers, chicken sandwiches, fries, beverages, wraps, and salads
By: Lana Maric
I. Commitment to its employees in order to exceed customer service satisfaction.
II. Commitment to food quality and freshness.
III. Commitment to giving back—especially helping children in need.Something you may not know…Wendy’s was industry’s first to create a super value menu with 99 cents items in 1989.
Consumers are price conscious; they are re-evaluating their spending habits and finding ways to cut cost and increase savings.
Wendy’s is a great place to get quality food
at great value. I can maximize my value at
In these tough economic times, price matters, but it should not sacrifice quality. At Wendy’s, I can get better than fast food quality for only $1.00 per sandwich. In addition, I can choose from 3 different sandwich varieties.
I don’t think it has immediate call for action, unless I am very hungry. However, I think the commercial is effective in its capacity to deliver the message that a consumer can carry on and remember when hunger calls.Evaluating Wendy’s Ad Effectiveness
Pros:Thecommercial is catchy and memorable due to its
simplicity and humor. It connects well. It offers value plus variety.
3conomics is a catchy name—it’s implications fit with the current
Cons: The slogan, “It’s waaay better than fast food. It’s Wendy’s” is not a good idea because even though Wendy’s may have better than average fast food quality, it does not compare to eating hamburgers at most sit-down restaurants. The slogan questions Wendy’s long term direction. It makes me wonder if Wendy’s has a clear brand strategy. The company identifies itself as part of the quick service restaurant category, yet in this ad it implies that it may not even fit in with the quick service industry. The slogan is sending conflicting messages to consumers.
vi. How does it make me feel? It relaxes me due to its humor. I identify with the characters because I understand the message. It’s simple. It reminds me that we are in a recession—an economic downturn that can affect anyone and everyone. Wendy’s appears trustworthy because the ad exemplifies togetherness. Yet it doesn’t rely on price as its only driver. It offers variety, quality, and value. I feel like I have more “value” choices compare to other fast food chains, which add worth. Empathy reinforces my emotional connection with Wendy’s food items.Evaluating Wendy’s Ad Effectiveness
e.g., Burger King Junior Whopper is just one dollar;
Mcdonad’shas a dollar menu; and Taco Bell features “Why Pay More” menu for items less than a dollar.
Is Wendy’s truly differentiating itself from its rivals?
Zagat’s 2009 Fast Food Survey:
Maybe Wendy’s is Waaaaay better…