Like the Biggie Bag, Made to Crave is designed to ignite marketing potential. It handles take-off and pull-off traffic and has much longer legs than a typical LTO. For example, Wendy's later included chicken options in its lineup. The company doesn't have to divert marketing costs to introduce and educate customers about an entirely new platform, as it did with LTO. It introduced another menu item in a popular configuration and price point.
On both platforms, Pennegor says, customers associate them with the Wendy's brand (more of a sticker than a temporary deal) and "we've seen this perception before." "These platforms allow us to continue to innovate in the future."
Wendy's marketing changed to a mixed schedule and the mix caused the number of customers to lag slightly. Gunter Plösch said the success was expected when Wendy's ran a $1 double promotion last year that generated a lot of traffic.
However, casual play is the approach Wendy's is willing to trade to balance the short-term barrage of traffic. In an environment where consumer spending is low but traffic is low, this has become common for many brands lately. Trade for healthy traffic, big checks and repeat customers.
"What I love about our growth marketing calendar is that we have three big platforms; we're known for $4. We can continue to deliver fresh and relevant news. Now we have the Biggie Bag platform, which is $4.5 or what's called Biggie. bag. We can," Pennegor said. "Then we have Burgers and Chicken to introduce people to our core creative strengths and premium, gate-customized programming that allows us to precisely meet the needs of our customers. Increase our restaurant frequency a little bit.
Pennegor said Wendy's will continue to review its marketing mix as it considers growth opportunities. Is it mainstream media? Modern media? Digital vouchers? Shipping discount?
"I think over time you'll see remixes and remixes, so it shouldn't be too much," Pennegor said. "Especially as we have more information and we start going to one-to-one communication, it becomes more efficient and more efficient because it's more efficient and your money works more."
This suggests that big data will change the entire marketing conversation over time. Restaurants typically scramble to find the right ways to not only collect data, but to translate customer activity into predictable results. And finding ways to reach your guests in a personal way sets a powerful message apart from another voice in the crowd.
But no matter how much things change, some things never change. For example, television never loses its influence. You just have to be careful.
