Thursday, July 30, 2009
Third shop in two years for Wendy’s. Hmmm. “Brand-building three months ahead of schedule.” Wow, didn’t know you can plan when a brand would right the ship. Hurs the thing: I first ate Wendy’s because the burgers were just better than McDonald’s or Burger King. The waaaay better messaging was waaaaay too cute and Just Right pushing fresh vs. frozen still didn’t resonate for me.
Here’s what would: Errol Morris films this. “We’re Wendy’s. We make burgers. Real burgers.” Or however you want to phrase it. Direct. Honest. Shot cool. No food porn smiling idiots thinking about icebergs. This would keep the franchisees happy and get them back to their roots of old-fashioned* hamburgers and away from The Freak vibe that BK owns.
We make damn good burgers is not a bad place to be.
*Which is something in their logo that goes unnoticed by probably everyone.
Posted 1:07 AM