This PowerPoint presentation highlights Social Media Marketing Strategy Analysis of the Wendy's fast food chain. Based on highlighted analysis, recommendations are given.
Unraveling the Mystery of Roanoke Colony: What Really Happened?
Wendy's, Social Media Strategy analysis
1. ”We like our tweets the same way we like to make hamburgers:
better than anyone expects from a fast food joint”
Priya Bhakar Ezz Eldamak Hafsa Ikram Vladimir Pushmin
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2. Millennials
22,1%
24,8%
36,6%
16,4%
18 - 29
18-29 30-44
45-64 65+
24,8%
Demographics
• 18 – 29
• Male
• Urban Location
• Education and Training
• $20 000 – $49 000 p/y
Lifestyle
• Going to movies / Park
• Football / Basketball
• Technology / Stand Up
Comedy
Personality
• I often treat myself with
food that isn’t good for me
• Describe themselves as:
leader and adaptable
• On occasion: anxious
Brands
• Restaurants: Domino’s,
Subway
• Clothing: Levi’s, Nike
• Shops at: Costco
• Car: Toyota
Entertainment
• Shows: Modern Family,
Game of Thrones
• Music Artist: Beyoncé,
Coldplay
Media
• TV: HBO, Comedy Central
• Online: LinkedIn,
Facebook, Wikipedia
• App: YouTube online
22,1%
3. Generation X
24,8%
Demographics
• 30 - 44
• Female
• Urban Location
• Food, Services,
Hospitality
• $50 000 – $99 000 p/y
Lifestyle
• Movies / Shopping
• College Football /
Basketball
• Movies / Technology
Personality
• “I sometimes eat out of
boredom, not hunger”
• Describe themselves as:
Caring and adaptable
• On occasion: forgetful
Brands
• Restaurants: Dunking
Donuts
• Clothing: Wrangler,
Hanes
• Shops at: Kroger
• Car: Chevrolet
Entertainment
• Shows: Bar Rescue,
Falling Skies
• Music Artist: Beyoncé,
Kelly Clarkson
Media
• TV: TruTV, TLC
• Online: Pinterest,
YouTube
• App: Candy Crush
30 - 44
18-29 30-44
45-64 65+
24,8%
4. Baby Boomers
18-29 30-44
45-64 65+
36,6%
Demographics
• 45 - 64
• Male
• Non - Urban
• Building, Construction
• $20 000 – $49 000 p/y
Lifestyle
• Visiting Historical Sites /
Sports Event
• Football / NASCAR
• Politics / Music
Personality
• “My garage is my happy
place”
• Describe themselves as:
Down to Earth, Clean
• On occasion: Direct
45 - 64
26,6%
Brands
• Restaurants: Wendy’s,
McDonalds
• Clothing: Levi’s,
Wrangler, Hanes
• Shops at: Walmart
• Car: Ford
Entertainment
• Shows: Top Gear, How it’s
Made
• Music Artist: Jim Croce,
Black Sabath
Media
• TV: History, Discovery
Channel
• Online: YouTube,
Discovery
• App: Angry Birds
5. Baby Boomers and Silent Generation
18-29 30-44
45-64 65+
Demographics
• 65+
• Female
• Urban
• Charity and Non Profit
• $20 000 – $49 000 p/y
Lifestyle
• Going to Park / Museum
• College Football /
Baseball
• Religion / Radio
Personality
• “I am happy to volunteer
my time for good causes ”
• Describe themselves as:
Leader, Caring
• On occasion: Abrupt
65+
16,4%
Brands
• Restaurants: Wendy’s,
McDonalds
• Clothing: Fruit of the
Loom
• Shops at: Kroger
• Car: Ford
Entertainment
• Shows: America’s
Funniest Home Videos
• Music Artist: Rihanna,
Mariah Carey
Media
• TV: LifeTime, Fox News
• Online: Amazon,
Facebook
• App: Uber
6. Positioning
Promotion ProductPlacePrice
• Pricing strategy is market-
orientated – change in
competitive landscape drive
prices change
• Offer combo meals with a
discount – e.g. 4 for $4
• Most revenue comes from restaurants
– 90% are franchised
• In store experience becomes more
premium
• Use of special kiosks and venues of
special events
• Possibility to buy food from the
website and mobile app
• ”Midnight push plan”- open restaurant
after the midnight, which attracts
young consumers
• Red haired spokeswomen in Wendy’s
commercials is Millennial
• Active use of Facebook, Youtube,
Twitter to target Millennials (e.g. “Love
Song”, “Hollywire: Wendy’s Fresh
Trend Showdown” video series for
younger Millennial women)
• The latter campaign, hosted on social
clothing commerce website Polyvore,
resonated with female consumers at
the helm of the health trend.
• Wendy’s offers burgers, sides,
salads, beverages, desserts,
breakfast, lunch and dinner options
• Wendy’s returns to the “original”
burger recipe of 1969 that
incorporates more premium bakery-
style buns
• Introduction of healthy options
• Constant change of limited time
offers (LTO) and menu innovation
Value
Quality
US Dining: Impressions
7. Hidden message –
Word ’mom’ in collar
Personal’ and ‘Home-cooked’
feeling = Safe and loving
environment
The colour RED:
Stimulates appetite
Wendy’s logo
9. • Wendy’s created a spoof
recipe video targeting
Facebook users
• Exaggerated process that
goes into making Instagram
worthy dishes
• Also acted as promotional
video for their summer salad
• Made this video due to all the
food and recipe videos that
take over Facebook feeds
Video campaign
10. • Improved their Instagram
strategy to appeal to
millennials
• Add value to it’s users
• Taking an approach that is
‘warm and welcoming’
• Partnered with Nathan Michael
(Instagram influencer)
Photo sharing
11. Food
• Re-emphasis freshness of food
• From fresh Beef to freshly grown
lettuce and other salad
Family
• Keeps customers updated on the
adoption programme launched and
how it works
Community
• How Wendy’s give back to the
community and openly volunteer to
help others
• Initiatives such as #GivingTuesday
Blogging
12. • #share4adoption campaign. This campaign received over 100,000 mentions within the first seven
weeks
• When customers complain on twitter – they don’t reply with a classic response, but the team
creates personalised and witty responses
• Wendy’s interact with their consumers on every platform. Every platform has its own set of rules.
For example, Twitter is more for timely themed tweets, hashtags and quick responses. On
Instagram, Wendy's color scheme is bright, warm and clean.
Social media campaigns
13. • Wendy’s has also previously used Facebook and Twitter promotion ‘Love
songs’ in order to market their Pretzel bacon cheeseburger
• Tweets from users were combined in order to create the lyrics of the song
#Pretzellovesongs
14. The results
In the end, Pretzel Bacon Cheeseburger Love Song became the most engaging a talked
about Wendy’s campaign in the brand’s 44-year history. It helped make the Pretzel Bacon
Cheeseburger Wendy’s most successful product launch ever.
1.7 Billion earned
media impressions
7.5 Million Facebook
views
31%Increase in Wendy’s
Stock price
16. Generated traffic customers
Content marketing
1 Design
2 Reach
3 Engage
4 Convert
Wendy’s have designed authentic and unconventional content on
their twitter account
They have chosen Twitter to act as a way to reach out to customers
They are constantly engaging with customers and interacting with
them
Content marketing: To sell the idea of a product through
18. • Retweets, replies and likes
account for 98% of Total
engagement
• Mentions account for 2%
• 95% of replies Wendy’s
sent out were to random
questions from customers
• Only 5% were about actual
enquiries
Customer engagement
Wendy’s Engagement Breakdown Between 1/2/17 – 1/8/17
19. Why it’s working?
Unexpectedness Wendy’s are breaking the norm and people love it!
Humour Making people laugh builds a good brand-consumer
relationship
Controversy Gains more attention and more shares
Consistency Wendy’s have continuously kept people engaged
Escalation Wendy’s have failed to keep to their limits
1
2
3
4
5
20. Levelofbrandrelatedactivities
• Consumers are consuming – Viewing, listening, watching and
reading comments on various social media platforms such as
Twitter, Facebook and Instagram etc.
• Rating products, joining a brand profile, Engaging in branded
conversations – #share4adoption and #pretzellovesongs
• Some users also engage in the ‘roasts’
• Retweets and likes
• Individuals uploading images of completing the heart on the cup
for the #share4adoption hashtag
• Also, users tweeted lyrics to feature on the pretzel love songs
COBRA Model
Consuming
Contributing
Creating
21. 6.5
36.6
15.2
19.9
Wendy's McDonald's Burger King KFC
0.03
0.37 0.08 0.03
Wendy's McDonald's Burger King KFC
0.07 0.29 0.05 0.24
Wendy's McDonald's Burger King KFC
Wendy’s vs competitors on social media
Number of followers on Twitter Number of likes on Facebook Number of followers on Instagram
1.51
3.38
1.49
1.14
Wendy's McDonald's Burger King KFC
1,51
3,38
1,49
1,14
8.2
69.5
7.9
44.3
Wendy's McDonald's Burger King KFC
0.45
2.2
1 1
Wendy's McDonald's Burger King KFC
44,3
7,9
69,5
8,2
Number of subscribers on YouTube Number of followers on LinkedIn Number of stores, thousands
22. SWOT analysis
1 Strength 2 Weaknesses
4 Threats3 Opportunities
• #Share4adoption also increased sales, as people
posted pictures with cups online. The hashtag also
had a deeper meaning and was for a good cause
• Advertisements contain humour and
wit (Unruly lecture showcases how
emotions matter in order to connect
with consumers)
• Some may not like the companies sense of
humour, as they ‘roast’ others on Twitter
• Some may argue that this strategy is not effective
in the long term
• Consumers who don’t like Wendy’s banter and
roasts on social media sites may not buy from
them
• Not very durable – people may get bored of
Wendy’s humour and jokes
• Could use more singers to carry on the ‘love songs’
idea when launching new products, as it worked
well with the Pretzel bacon cheese burger
23. 5Cs
Customers Mainly 45-64 year olds, however they are now trying to target
the younger market
Competitors McDonalds, Burger King, KFC
Collaborators • Nick Lachey – Pretzel love songs singer
• Fans who tweeted the lyrics
Company SWOT analysis
Context
• Social – Consumers are more health conscious and
aware of what they are eating. Thus, Wendy’s could
possibly use this to their advantage. As they are already
positioned as a healthy brand.
• Technological - They have recently announced they will
be installing self-ordering kiosks by the end of 2017.
26. Build
The
Creation
habit
(69 Million Users x .05 % )= 345K “One-time” Creators
(345K creators x (50 Avg.Followers x 50%)) = 8,625,000 Reach
(345K creators x 5%)= 17,250 (Shares on other Social media Platforms) – Engagements
6 months forecast
Mission Impossible Story:
Total Impressions: 65M
One Month period
Snapchat story (Main events & Weekends)
27. We challenge – They Create – We both win
#Fresh_With_Wendy’s
Content
Creation
Contest
Untapped
Potential
Weekly Contest - #Fresh_With_Wendy’s
Winner
Gets $25 Vr.
& a Repost
Build
The
Creation
habit
28. Repost
Winners
on
Increase
Both
(475K Followers x 5% )= 20K Creators
(20K creators x (300 Avg.Followers x 50%)) = 3000,000 Reach
( 3000,0000 x 10%)= 300,000 (Likes or Mentions – Engagements
( 3000,0000 x 5 % )= 150,000 Comments – Sentiments
( 3000,0000 x 1%)= 30,000 Conversion - Sales
6 months forecast – $600 Inv
( 8.2 Million x 10 %) = 820,000 Reach
( 820,000 x 10%)= 82,000 (Likes & Shares) – Engagements
( 820,000 x 5 % )= 41,000 Comments – Sentiments
( 820,000 x 1%)= 8,200 Conversions - Sales
Weekly Contest - #Fresh_With_Wendy’s
Wendy’s customer base is almost equally divided between customers, that represent 18-29, 30-44, 45-64 and 65+ age range.
In terms younger generation, which accounts for 22,1%, this segment is represented mainly by urban males, that are engaged in Training and Education. They are active, interested in technology and stand up comedy. Active users of LinkedIn, Facebook and YouTube. In terms of food habits they often treat themselves with food that is not good for them, which affects their choice of fast food chains.
Another segment that Wendy’s target is between 30 and 44 years old, which account for 24,8%. This segment is mainly represented by urban females that work in food, services or hospitality areas. Interested in technology, movies and shopping. In terms of food habits, they sometimes eat out of boredom, not hunger. They describe themselves as caring and adaptable. When it comes to media preferences, they prefer Pinterest and YouTube.
This segment accounts for 26,6%, and represented by non urban males, in the age range between 45 and 64, who mainly work in building and construction areas. They are interested in music and politics, like to visit historical cites and sports events (such as NASCAR and American Football games). Their personality is determined by demographic characteristics, which results in down to earth personality. Their favorite restaurants are Wendy’s and McDonalds, which provides fast and cheap meal. In terms media interests, they are active users of YouTube and Discovery.
Final segment is represented by females aged 65+, who live in urban areas and work in charity and non for profit organizations. They are caring and describe themselves as leaders, which results in readiness to volunteer their time for good causes. They enjoy to eat out in fast food chains like Wendy’s and McDonalds. In terms of their media habits, they are active users of Facebook.
When it comes to positioning, Wendy’s pricing strategy is market-orientated, which means that they respond to changes in competitive landscape and sometimes offer discounted combo meals, such as 4 for $4
In terms of place, most of the revenue comes from their restaurants, of which 90% are franchised. In 2013 Wendy’s decided to do a rebranding, which results in a premium in store experience. IN addition, consumers can buy food from the website and mobile app. Finally, Wendy’s introduced a ”midnight push plan”, so all the restaurants are working after midnight, which tend to attract younger consumers
In terms promotion, as Wendy’s is trying to attract more millennials, all the commercials have a spokeswomen who is a Millennial itself. Moreover, company heavily use social media platforms, such as Facebook, Twitter, YouTube and so on, where they develop a creative content to target millennials, for example (Pretzel Love song, Fresh trend Showdown, which targets millennial women)
In terms of product, Wendy’s offers a standard selection of fast food, but differentiate itself through never frozen beef, return to the original 1969 burger recipe, as well as introduction of healthy options. In addition, Wendy’s constantly innovate their menu and use limited time offers that are mostly popular among consumers.
When we look at the graph below, where popular fast food chains are positioned according to the US consumer’s perception of food quality and value, Wendy’s is positioned at the top, after the Subway, while McDonalds, KFC and Burger King are perceived as medium to low quality food that do not deliver desired value to customers.
http://adage.com/article/cmo-strategy/wendy-s-tagline/302525/
http://www.csmonitor.com/Business/The-Bite/2014/0512/Wendy-s-moves-to-target-Millennials
https://0-www-warc-com.wam.city.ac.uk/SubscriberContent/4e338709-f165-405e-a715-57f9fb0c9d7e
https://0-www-warc-com.wam.city.ac.uk/SubscriberContent/972c15a2-c290-4ae2-80b4-bee88eb343f1
Looking at the logo of Wendy’s, this has changed over the years and has experienced its most recent transformation back in 2013. This logo has been designed with a hidden message in the collar that reads ‘mom’. The reason as to why there is a little girl as part of the logo is firstly because Wendy’s is in fact named after the founder Dave Thomas’ daughter. Furthermore, the word ‘mom’ has been strategically hidden within the logo due to sentiment that it comes with. A survey by the food network UK highlighted how many men in fact prefer nothing more than their mum’s cooking. This thus, indicates that almost everyone loves a home-cooked meal by their mum as this where they feel safe and loved. The logo itself is thus, highly personal and surprisingly sentimental.
Furthermore, the colour red often used amongst several fast food chains including: Mcdonald’s, KFC as well as Pizza Hut is commonly used due to it’s power to stimulate appetite.
Giuliano, K. (2015). 13 famous logos with hidden messages. [online] CNBC. Available at: http://www.cnbc.com/2015/05/01/13-famous-logos-that-require-a-double-take.html [Accessed 9 Mar. 2017].
Stock logos. (2013). Hidden message in the new Wendy's logo. [online] Available at: https://stocklogos.com/topic/hidden-message-new-wendys-logo [Accessed 9 Mar. 2017].
Fast Company. (2014). What Your Logo’s Color Says About Your Company (Infographic) | Fast Company | The Future Of Business. [online] Available at: https://www.fastcompany.com/3028378/what-your-logos-color-says-about-your-company-infographic [Accessed 9 Mar. 2017].
– Every customer who completes the heart and posts a picture on social media with this #, Wendy’s will donate $5 to the Dave Thomas foundation for adoption
This campaign received 100,000 mentions within the first seven weeks and raised $17,337 in 2016
Wendy’s identifies its voice as a ‘challenger with charm’. For them banter and pushing people on social media is acceptable
“The intent of the social media team is to represent the brands voice as best as they can”
“When folks say, ‘roast me’, we’re going to have fun with that”
Source: http://qsrgroup.ca/2016-dave-thomas-foundation-for-adoption-results/
Content marketing has been one of the greatest digital marketing trends. Made up of 4 strategies, design, reach, engage and convert, Wendy’s have shown to also contribute to these strategies. They have reached out to customers on twitter by producing authentic and unconventional content. They are constantly engaged with these customers and this led to them generating traffic which has in some cases resulted in a sale as can be seen in this tweet.
How Wendy's gained 300,000 Twitter followers by roasting users. (2017). [Blog] Toast. Available at: https://pos.toasttab.com/blog/wendys-twitter [Accessed 10 Mar. 2017].
This graph looks at Wendy’s tweets, the tweet posted on the 3rd January when someone asked where they could find the nearest Mcdonald’s, Wendy’s replied with a picture of a trashcan. This was their most engaging tweet which led to their engagement peaking almost 99% more than the daily average. When asked why they chose the engage like this rather than ignore it, they replied stating that Wendy’s voice is like a ‘challenger with charm’. When responding to people they don’t mind ‘gently’ roasting’ them as a result.
5 findings from Wendy's epic week on Twitter. (2017). [Blog] Simply Measured. Available at: http://simplymeasured.com/blog/5-findings-from-wendys-epic-week-on-twitter/#sm.000cfyqoi15oad9mqsj1vhprd6dys [Accessed 10 Mar. 2017].
Furthermore, looking at Wendy’s engagement and how its split up, its’ found that 98% of their engagement is made up retweets, replies and likes, with only 2% coming from mentions. However, 95% of this engagement with customers comes from answering random questions e.g. about competitors as opposed to real enquiries. This goes to show that Wendy’s is mainly using twitter to have fun.
5 findings from Wendy's epic week on Twitter. (2017). [Blog] Simply Measured. Available at: http://simplymeasured.com/blog/5-findings-from-wendys-epic-week-on-twitter/#sm.000cfyqoi15oad9mqsj1vhprd6dys [Accessed 10 Mar. 2017].
The current strategy that Wendy’s is taking despite being very unconventional is growing in popularity. We found this is because of 5 key factors: Unexpectedness, humour, controversy, consistency and escalation.
Firstly in terms of unexpectedness, Wendy’s are breaking the norm, rather than using their social media platforms to promote their food or answer customer enquiries they are instead one of the first big brands to truly reflect their brand’s personality which is to be witty, funny and above all human. This is something that people are automatically drawn to.
Next is humour, the ability to make people laugh is especially beneficial in building brand-consumer relationships as it highlights the firm being more approachable and friendly, in this case the word ‘approachable’ is debatable however.
Controversy: Wendy’s in this case is in a scenario where some people hate them but some people love what theyre doing. However, either way they are getting people talking about them and thus, gaining more attention.
In relation to consistency, this is something that Wendy’s have done particularly well as they continued to carry out this strategy and roast people. When people visit Wendy’s page they will not be disappointed.
Finally escalation: Wendy’s have not just been tweeting about the quality of their food or that of competitors but they also truly been insulting people thus, showing that they have little limits. However, this has shown to be something that people are simply more interested in.
Forbes.com. (2017). What your business should know before imitating Wendy's twitter feed. [online] Available at: https://www.forbes.com/sites/jaysondemers/2017/01/17/is-wendys-winning-or-losing-with-its-twitter-roasting-streak/#24eff8e41944 [Accessed 9 Mar. 2017].
In terms of COBRA model, there is a moderate to high brand related activity. Consumption is high as consumers listen, watch and read comments on various media platforms. Contributing is also very high as consumers rate products, engage in branded conversations like pretzellovesongs and share4adoption, some engage in roasting activity, as well as retweet and like company’s content. In terms of creating, currently, individuals participate in photo sharing dedicated to share4adpotion campaign, as well tweeted lyrics for the pretzellovesong. However, this aspect can be further improved, which will be covered in recommendation part.
If we compare a number of stores with other metrics, we can see that Wendy’s, despite the lowest number of stores and mainly US based operations, is not the lowest in terms of followers and likes on a number of media platforms.
For example, Wendy’s have 1,5 million followers on Twitter, while Burger King and KFC are behind.
When it comes to Facebook and YouTube, Wendy’s is behind McDonalds and KFC, but ahead of Burger King, which has 2 times more stores worldwide.
However, it is clear that the number of Instagram followers can be improved
In terms of SWOT, Wendy’s strengths are related to an effective share4adoption media campaign that allowed to increase a number of sales and more importantly improved company perception as caring, as well as use of humor and wit content in ads, which attracts people attention easier and more effective.
Wendy’s weaknesses are related to the fact that roasting people on twitter may be counterproductive and would not have a long term effect
Wendy’s opportunity is to elaborate with other singers when launching new products, as it was one for the love song, as it worked very well with pretzel bacon cheese burger.
Finally, Wendy’s face two threats, which are related to their roasting style of communication, first is that consumers who do not like Wendy’s roasts may stop purchasing from them and second is that people may get bored of Wendy’s jokes
Overall, the 5C’s summarizes what has already been mentioned in the previous slides. To begin with we have defined who exactly their customers are and who Wendy’s compete with. As mentioned previously – their main rivals include McDonalds, Burger King and KFC. Their collaborators include the Pretzel Love song singer Nick Lachey, and all their followers who have previously contributed in this campaign and tweeted the interesting lyrics featured on the songs.
In terms of context, social aspect shows that as people are more health conscious and Wendy’s is already positioned as a healthy brand, then they can use this for their advantage. However, from the technological side, as Wendy’s announced an introduction of self-ordering kiosks, it will help to compete with McDonalds, but it might have a social disadvantage as this means staff cut and less employment available in the community.
http://www.inc.com/gene-marks/wendys-introduces-a-new-customer-pleaserand-employee-killer.html
http://panmore.com/wendys-pestel-pestle-analysis-recommendations
1- Mother’s day filter- Wendy’s lady face as the filter, then customers can take pics of themselves alone or with their mom and post that on twitter and participate in a wendy's mothers day hashtag!
this can help make consumers contribute and create on two social media platforms, and will also strengthen the image of wendy’s mom secret message
2- social listening and real time marketing, they did something KFC refused to do - and this can help Wendy's also attract a very niche market (healthy eaters)