Marketing Case Study: Wendy's v.s McDonalds


     In 1969 Dave Thomas opened up his first Wendy's in Columbus Ohio. Known for thier square patty's and never frozen beef, Wendy's has become one o the worls largest fast food resuraunts. Wendy's has over 6,500 locations, 77% of thier locations are in North America. Unlike McDonalds or Burger King, Wendy's does not have a signature sandwich. Wendy's menu consists of hamburgers, fries, chicken sandwiches, and thier well known frosty. Wendy's is the 3rd largest fast food chain in the world, following behind Burger King and McDonalds.

     Wendy's decided to take some shots at McDonalds via Twitter. Wendy's value proposition is: always fresh, never frozen. Wendy's chose to respond to the tweet from McDonalds that announced that they have implemented the fresh patty for thier 1/4 pound hamburger.



     In 1948 McDonalds opened thier first burger stand near Los Angeles. Since then McDonalds has become that largest fast food chain in the world. It is estimated that McDonalds feeds around 68 million people everyday. The chain opens up a new resturaunt every 14.5 hours. Recently McDonalds annouced that they are launched thier new 1/4 pounder with a patty that is never frozen and contains no additives around the U.S. McDonalds is Wendy's biggest competitor.




https://www.usatoday.com/story/money/nation-now/2018/03/07/wendys-brings-beef-rips-into-mcdonalds-over-its-fresh-beef-quarter-pounders/402584002/

     This isnt the first time that the Wendy's twitter has decided to roast someone. Wendy's is always popping up on my timeline with a witty comeback to customers, reporters and thier competitors. I like the marketing stradegy by Wendy's. Thier jokes are harmless and provide people with a good laugh. The amount of retweets they get on thier roasts boosts thier social media presence tremendously. The social media strategy is unlike any other company I have seen on twitter, and it works. 

     If I was working on Wendy's marketing team I would change a few things. The first thing I would change are the roasts on customers. Most of there jokes are all in good fun, but some people may be really upset at getting roasted by a twitter account that is read by thousands of people. Last but not least, I would cut down on the volume of witty comebacks. The reason being that while the roasts are very popular right now, they may over use them and lose thier charm.







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