Cannes Lions

MY WENDY'S APP

RESOURCE, Columbus / WENDY'S / 2013

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INSIGHT & IDEA: Wendy's, known for square hamburgers and the Frosty™, has a loyal female following that looks to the brand for nutritious, quick meal options. With insights gleaned from a lunchtime spike in traffic to the nutrition sections on the .com, we approached the brand with an idea: Let's empower our target with a mobile experience that is smart, empowering and useful. Working with the brand, we developed the myWendy's™ mobile experience.

WHAT WE DID: The experience provides recommendations that fit her calorie target, then offers her the ability to customize a meal or item, find a restaurant, order and pay. To ensure maximum reach, we utilized a development platform that allowed us to target a simultaneous iOS and Android deployment and have plans to integrate a number of features into the responsive redesign of Wendy's .com. Additionally, nutrition updates and new items are pushed to the app automatically without requiring her to update or reinstall the app.

RESULTS: Launched with minor fanfare, in-store communication and a "wendys.com" promotion, the app has been downloaded over 225,000 times in a few short months. Wendy's has surpassed competitors to become the first quick service restaurant to introduce a personalized, nutrition-based application and launch mobile payment in North America. We have since launched a multilingual version of the application for Canada and are looking for additional opportunities to improve the experience.

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