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Wendy's, Social Media Strategy analysis
- 1. ”We like ourtweets 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 140011712120060523140006766 130014419
- 2. Millennials 22,1% 24,8% 36,6% 16,4% 18 - 29 18-2930-44 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 45-6465+ 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 andSilent 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 • Pricingstrategy 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
- 8.
- 9. • Wendy’s createda 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 theirInstagram 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 freshnessof 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 hasalso 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 theend, 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
- 15. 2017 is offto quite a start
- 16. Generated traffic customers Contentmarketing 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
- 17. Customer engagement Wendy’s Tweetsand Engagement between 1/2/17 – 1/8/17
- 18. • Retweets, repliesand 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? UnexpectednessWendy’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 areconsuming – 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 BurgerKing 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 Strength2 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 45-64year 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.
- 24.
- 25. Build The Creation habit Snapchat story (Mainevents & Weekends)
- 26. Build The Creation habit (69 Million Usersx .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 x5% )= 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
- 29.
- 30. Keep The Roast Healthy Instagram Nve Sentiments: (150,000Comments x 15% Sarc or –ve comments)=22,500 Facebook Nve Sentiments: (41,000 Comments x 15% Sarc or –ve comments)= 6,150 22,500 + 12,300= 28,650 comments (Roast Material) Recycling Negative sentiment: (1.15 Million Followers x 50% ) = 115,000 Reach (115,000 x 10%)= 11,500 (Retweets – Mentions) – Engagements (11,500 x 1%)= 115 Conversions - Sales 6 months forecast Maintain performance: Keep the roasting ON
- 31. Potential Reach ( 927K x10%)= 92,700 Subs
- 32. • Snapchat –(Snapchat story (Main events & Weekends) • Instagram: (Weekly contest - #Fresh_With_Wendy’s) • Facebook: (Repost Contest winners – Spread #Fresh_With_Wendy’s) • Twitter: (The Healthinator Campaign – Keep The Roast) • Youtube: ( Healthy Junk food Collaboration) Recommendations summary
- 33. Thank you Questions? Priya BhakarEzz Eldamak Hafsa Ikram Vladimir Pushmin 140011712120060523140006766 130014419
Editor's Notes
- #3 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.
- #4 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.
- #5 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.
- #6 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.
- #7 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
- #8 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].
- #10 http://www.adweek.com/digital/wendys-summer-campaign-plays-boom-recipe-videos-twist-172395/
- #11 http://digiday.com/marketing/wendys-instagram/
- #12 http://www.squaredealblog.com/
- #13 – 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/
- #15 Source: https://www.thinkwithgoogle.com/campaigns/wendys-pretzel-bacon-cheeseburger-love-songs.html
- #16 Wendy’s start to 2017
- #17 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].
- #18 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].
- #19 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].
- #20 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].
- #21 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.
- #22 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
- #23 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
- #24 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
- #33 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)