Industry News | May 8, 2013
Wendy's Moonlight Meal Deal Satisfies Late-Night Cravings
When it comes to late-night quests for food, eight in 10 Millennial males said they want good food—not just any food, according to a recent survey conducted by Braun Research. The survey was a Wendy’s-sponsored telephone survey of 1,000 Millennial males in partnership with Braun Research
Of the late-night food options, these nighttime diners vote for hamburgers (over tacos) as their top choice, and beef and cheese were some of the most crave-able ingredients.
It’s more than good food (84 percent) that’s important; convenience (79 percent), quick service (78 percent), and food options under $5 (73 percent) are also important attributes for late-night diners.
Wendy’s Moonlight Meal Deal was designed to meet these needs. The Meal Deal includes a Double Stack hamburger, Chili Cheese Fries, and a large soft drink all for $5 after 10 p.m.
The Double Stack starts with two junior hamburger patties, topped off with American cheese, ketchup, mustard, pickle, and onion.
The Chili Cheese Fries combine Wendy’s natural-cut fries with sea salt, with slow-cooked and meaty chili and a cheesy Cheddar sauce.
This meal is prepared when the guest orders it, something that 67 percent of Millennial males said was important.
“We hear Millennials loud and clear, and we’re responding with food they crave at a great value,” says Bob Holtcamp, Wendy’s senior vice president of brand marketing. “Not only can they enjoy the Moonlight Meal Deal, they can also enter to win prizes late at night through our #GreatLate digital promotions.”
Wendy’s launch of its digital promotions encourages customers to share photos of their late-night experiences. Likewise, throughout the summer, Wendy’s is sponsoring a series of concerts in partnership with Clear Channel’s iHeartRadio.
Customers who share photos of their late-night experience using the #GreatLate hashtag on Twitter, Instagram, or Tumblrwill have the chance to win Wendy’s gift cards every night throughout the summer.
Wendy’s is also teaming up with iHeartRadio, Clear Channel Media and Entertainment’s industry-leading digital music platform, to host a series of live concerts with some of this year’s hottest up-and-coming artists.
Customers who share their late-night experiences with Wendy’s by using the #GreatLate hashtag will have the opportunity to win VIP tickets to one of the five iHeartRadio Live GreatLate Concerts presented by Wendy’s.
The concert series and larger #GreatLate marketing campaign will be promoted across Clear Channel radio stations nationwide and iHeartRadio, including a Wendy’s-branded custom iHeartRadio station, “Late Night Great Night Radio,” and an exclusive concert series content page on iHeartRadio.com, set to launch at the end of May.
The series will kick off with indie pop band Fitz and the Tantrums on May 29, followed by the Ohio native duo Twenty One Pilots on June 19 at the iHeartRadio Theater, presented by P.C. Richard & Son in New York City.
There will also be chances to win tickets for the concert series during local Clear Channel events throughout the summer, including KTUphoria in Holmdel, New Jersey, and KISS FM’s Fantabuloso 2013 in Chicago.
“iHeartRadio Live leverages Clear Channel’s close relationship with artists and labels to create intimate experiences for our listeners, our partners, and their customers,” says Tom Poleman, president of national programming platforms, Clear Channel Media and Entertainment. “We are excited to join forces with Wendy’s to produce the iHeartRadio Live GreatLate Concert Series, which allows music fans the opportunity to experience great, late, live music.”
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