Rejuvenating a brand in 2020 must involve digital initiatives and technology. Creating a digital brand is essential to the longevity of growing marketing and sales in this Age of Discovery. Wendy’s has found itself in an unusual situation. Since its establishment in 1959, Wendy’s has attempted offering breakfast three times before in the ‘80s, 2007 and in 2013. However, found the most important meal of the day challenging to execute due to logistics.
What makes them try to get a biscuit in the game now? Simple! Everyone else is doing it!
Breakfast Innovation and Marketing
Wendy’s is entering into the breakfast battle at the perfect time where it’s long time competitor, McDonald’s is losing market share in the daypart. McDonald’s market share was 17.4% in 2015 and 14.7% last year (Forbes). Taco Bell is a major player with millennials with its Mexican options and Chick-Fil-A is gaining popularity with having chicken for breakfast. It seems that quick-serve breakfast is not only innovative but marketing efforts call for a differentiator to get the public enthusiastic about sourcing the best breakfast in town. What better place to find the best breakfast than social media and better yet, Twitter? Wendy’s is marketing its Baconator as the General in this battle with the slogan, “Wake N’ Baconator” to gain attention in the Twittersphere.
Your Bacon Me Crazy
Going head to head with popular quick-serve chains, Wendy’s showcases the honey butter chicken biscuit to compete with Chick-Fil-A, Popeyes and other chains who have a claim to fame for their biscuits. The Baconator was meant to go toe to toe with McDonald’s lovers of all things bacon. David Henkes, advisory group senior principal at market research firm Technomic, reported the total breakfast sales in fast food, quick service and full service restaurants were $109 billion in 2018, up from $96.3 billion in 2015 (The Washington Post). With other food options like the Frosty-ccino tries to compete with Starbucks and the fresh cracked eggs promise on every sandwich to challenge other restaurants like Panera Bread. Wendy’s has carefully crafted a war strategy that they hope will make them victorious the fourth time around.
Where’s the Twitter Beef?
On the wake of March 2, 2020, Wendy’s started serving breakfast and all of the beef with McDonald’s. Coming for the Egg McMuffin, Wendy’s challenged a former McDonald’s chef to try their breakfast. Of course, the chef chose the honey butter chicken biscuit. McDonald’s fired back by offering free Egg McMuffins and declared March 2nd to be “National Egg McMuffin Day.” And the battle continued. The genius of both brands is driving traffic to each app for new users to download and get a free sandwich. It is sounding like both McDonald’s and Wendy’s might be winning here.
Do you think Wendy’s digital marketing will lead them to victory in this breakfast battle in 2020?