Wendy's: Twitter Beef

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Advertiser: Wendy's Brand: Wendy's Agency: VML Country: United States

Objectives

Commercial Objectives

  • Primary Objective — Increase annual hamburger sales revenue 1.5 percent by the end of 2017.
  • Secondary Objective — Increase sales of Wendy's higher-priced premium hamburger line by 2.5 percent by the end of 2017 to accelerate revenue growth.