Marketing messaging, total unit sales, and profitability have to go hand in hand. It is still an open question to some Franchisee’s if reentering the AM daypart for the third try will be sustainable over time. Not to worry, The Wendy’s Co., has not given up in a sign that expanding messaging is still needed, new meal deal promotion began recently with a bus-stop giveaway in Providence, R.I., that was aimed at building awareness according to the company.
The bus stop pop-up in Providence’s Kennedy Plaza is just part of the company’s $15 million effort this year to get Wendy’s consumer’s’ to think Wendy’s breakfast first. Since price matters for all dayparts, they added a new systemwide meal deal of two select breakfast sandwiches — a choice of Sausage, Egg and Swiss Croissant; Bacon, Egg and Swiss Croissant; or Honey Butter Chicken Biscuit — for $4 through early August.
Not only do the Wendy’s franchissee have to battle Burger King, McDonalds, 7-Eleven, Wawa, they have to battle Dunkin Donuts in the Northeast for share of stomach. The company said the July 14 pop-up giveaway was “part of a larger competitive breakfast takeover in the Providence market, dubbed #DitchTheDonut.” The promotion included bus-cling and billboard advertising and a sweepstakes at Instagram’s @DitchTheDonutSweeps through Aug. 13. The sweepstakes award of “breakfast for a year” will be in the form of $550 in Wendy's gift cards.
Battle for Share of Stomach
Penegor, continued “We’ve got to continue to create awareness to bounce those folks back from lunch and dinner into breakfast, which then drives incrementality to our business, because it’s another visit, another frequency that gets picked up along the way,”
“Awareness leads to trial,” he said. “Trial leads to repeat trial, and the repeat leads to growth.”
At the intersection of franchisee profits and brand messaging the consumer will be both the judge and jury deciding if the third try at breakfast for Wendy’s will work or not? What do you think?
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