March 28, 2008
Wendy’s Seeks to Pick Up Customers in Bars
Wendy’s is hoping to pickup some new customers by running ads on interactive jukeboxes placed in bars within a mile of one of the burger chain’s restaurants.
The ad campaign will run on jukeboxes supplying digital music to 5,100 bars and restaurants across the country. The intent is to get late night (or other day-part) revelers to think Wendy’s when it’s time to go looking for munchies.
George Giatzis, senior VP-advertising sales for Ecast, which operates the jukebox network, told AdAge.com, “We have research that shows nearly half of our users will stop on the way home to get something to eat. But do you really need science to tell you that people go to bars, have a few drinks and get hungry? It’s kind of a no-brainer of the category.”
Bob Bertinin, a spokesperson for Wendy’s, said the campaign was in still in its early stages and no conclusions could be drawn as to its level of success just yet.
“Music is obviously very important to our target consumer, the 18- to 34-year-old consumer,” Mr. Bertini said. “It’s an opportunity to reach out to them in a way that is meaningful and highly relevant to them.”
Discussion Question: What do you think of Wendy’s digital jukebox advertising strategy? What information will the chain need to capture to determine the true impact of the jukebox advertising on restaurant sales performance? Do you expect the chain will assess other factors such as the sobriety and behavior of these consumers in determining if this is a marketing delivery method it wishes to continue with?
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So my baby done left me and I need shot of something bluesy. I fish for a couple of quarters, or a credit card or a bus token or whatever the hell it takes to help get a soundtrack going to dull the pain and…well, thank God for the American marketing community that’s going to turn this into a selling opportunity for a hamburger chain. I feel so much better already. How does love survive in such a graceless age?
With so many late nighters all ready thinking “outside the bun,” it will be difficult to pull from this market share, but they’re starting in the right place with this advertising effort. I feel this is a good strategy to try and draw the late night crowd, so I would say this has the potential to be somewhat successful. I’m very interested to see the results of the campaign.
I would qualify this as a tactic instead of strategy.
Perhaps there is some quantitative data on bar patrons or maybe traffic data will justify additional support.
I’m sure there will be variables Wendy’s didn’t count on having that will appear, but if managed properly this could be an additional media vehicle for the burger chain.
I love it, not least because of the nostalgia high I’m getting to know that there are still jukeboxes around. It strikes me as a great way to get people in, particularly if there are lots of other fast food places nearby. But I think the suggestions about discount codes are good as well and share the concerns of those who point out that Wendy’s could be inundated with more merrymaking than it can handle.
The idea can be successful if implementation is targeted properly. First, if the placement of the jukeboxes are in Sport bars or Casual Dining where food is served, the impact of the Wendy’s messaging may be limited. If anything, it may encourage its audience to go ahead and order some sliders from the bar.
Considering that they have done due diligence to insure placement is proper, the messaging must be tailored to fit not only the intended audience, but the occasion (late night munchie-fest). Ideally, this type of media will allow for local customization–directions to the nearest Wendy’s locations and video couponing. Not only would that allow Wendy’s to close the deal with its audience, it could then measure the purchase dynamics and effects of its jukebox advertising.
Maybe not “password coupons” but this is a good application for mobile coupons. The ads on the jukebox (and this would apply to any similar ads that can be day-part and geo-targeted, like the displays running on gas pumps now) should advertise “Text ‘Wendys” to shortcode 60606″ and they’d receive a coupon good until morning on their phones that can be redeemed at the restaurant.
Do the bars serve food? What kind of business will Wendy’s have between 7 pm and 2 am? Will the restaurant be open for seating? If not, where will everyone go to eat? Will Wendy’s deliver to the bars? Great idea and it will be interesting to see how the logistical problems get addressed.
Maybe Wendy’s should think about selling Beer and Wine if they are going after the crowd at the corner bar. Wendy’s could also have their own Juke Box (Waffel House does).
Long story short, there aren’t enough “interactive juke boxes” in the marketplace to make a difference. These machines have been around about 6 or seven years and really don’t offer much practical application over the old Rock’Ola units that sat on every table in diners 30 years ago. Those units died out for a reason then and the new “digital” units won’t fare much better.
What the really need is a volume control button and a easy way to change the channel & volume on the community TV. Hey, someone could rig up a remote control that would allow the user to tune the TV to any channel provided they paid for the privilege. Now that would be progress. Yeah, I would be willing to pay to get the WBA game off the screen–maybe a little Martha Stewart or Rachel Ray! Hey Wendy’s, it’s easy…a regular and light beer and a red and white wine.
Now that’s what I call shootin’ fish in a barrel! Great idea. I would even encourage them to take it to the next level and have the jukeboxes give out “password coupons” that would allow patrons to save some cash when they’re looking for that 2 am burger and fries. It would also allow for effective source stats.
Based on my “bar days” (only a few years ago, of course), we used to always be hungry after going to the bar. And more often than not, we would indulge. I think Wendy’s marketing to bars is a great idea, and will possibly bring in a whole new demographic to their outlets.
Great idea Marc except that prospective patrons desperately seeking sliders probably aren’t in good enough shape to remember the “password coupons.”
This is a great idea. Ads in highly targeted locations, directed at people who are prone to suggestion and “under the influence.” Absolutely brilliant!
Many fast food locations limit late night service to drive-up windows. These restaurants have security concerns. Everyone who’s worked for any restaurant or convenience store open after the bars close knows they’re going to get a number of drunk customers. It isn’t easy to recruit help for those shifts.
Who listens to ads at that hour of the night, especially when there is no much noise and conversation in bars? Only an unusual ad geared to the target customer of 18-34 year old will make any difference.
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So my baby done left me and I need shot of something bluesy. I fish for a couple of quarters, or a credit card or a bus token or whatever the hell it takes to help get a soundtrack going to dull the pain and…well, thank God for the American marketing community that’s going to turn this into a selling opportunity for a hamburger chain. I feel so much better already. How does love survive in such a graceless age?
With so many late nighters all ready thinking “outside the bun,” it will be difficult to pull from this market share, but they’re starting in the right place with this advertising effort. I feel this is a good strategy to try and draw the late night crowd, so I would say this has the potential to be somewhat successful. I’m very interested to see the results of the campaign.
I would qualify this as a tactic instead of strategy.
Perhaps there is some quantitative data on bar patrons or maybe traffic data will justify additional support.
I’m sure there will be variables Wendy’s didn’t count on having that will appear, but if managed properly this could be an additional media vehicle for the burger chain.
I love it, not least because of the nostalgia high I’m getting to know that there are still jukeboxes around. It strikes me as a great way to get people in, particularly if there are lots of other fast food places nearby. But I think the suggestions about discount codes are good as well and share the concerns of those who point out that Wendy’s could be inundated with more merrymaking than it can handle.
The idea can be successful if implementation is targeted properly. First, if the placement of the jukeboxes are in Sport bars or Casual Dining where food is served, the impact of the Wendy’s messaging may be limited. If anything, it may encourage its audience to go ahead and order some sliders from the bar.
Considering that they have done due diligence to insure placement is proper, the messaging must be tailored to fit not only the intended audience, but the occasion (late night munchie-fest). Ideally, this type of media will allow for local customization–directions to the nearest Wendy’s locations and video couponing. Not only would that allow Wendy’s to close the deal with its audience, it could then measure the purchase dynamics and effects of its jukebox advertising.
Maybe not “password coupons” but this is a good application for mobile coupons. The ads on the jukebox (and this would apply to any similar ads that can be day-part and geo-targeted, like the displays running on gas pumps now) should advertise “Text ‘Wendys” to shortcode 60606″ and they’d receive a coupon good until morning on their phones that can be redeemed at the restaurant.
Do the bars serve food? What kind of business will Wendy’s have between 7 pm and 2 am? Will the restaurant be open for seating? If not, where will everyone go to eat? Will Wendy’s deliver to the bars? Great idea and it will be interesting to see how the logistical problems get addressed.
Maybe Wendy’s should think about selling Beer and Wine if they are going after the crowd at the corner bar. Wendy’s could also have their own Juke Box (Waffel House does).
Long story short, there aren’t enough “interactive juke boxes” in the marketplace to make a difference. These machines have been around about 6 or seven years and really don’t offer much practical application over the old Rock’Ola units that sat on every table in diners 30 years ago. Those units died out for a reason then and the new “digital” units won’t fare much better.
What the really need is a volume control button and a easy way to change the channel & volume on the community TV. Hey, someone could rig up a remote control that would allow the user to tune the TV to any channel provided they paid for the privilege. Now that would be progress. Yeah, I would be willing to pay to get the WBA game off the screen–maybe a little Martha Stewart or Rachel Ray! Hey Wendy’s, it’s easy…a regular and light beer and a red and white wine.
Now that’s what I call shootin’ fish in a barrel! Great idea. I would even encourage them to take it to the next level and have the jukeboxes give out “password coupons” that would allow patrons to save some cash when they’re looking for that 2 am burger and fries. It would also allow for effective source stats.
Based on my “bar days” (only a few years ago, of course), we used to always be hungry after going to the bar. And more often than not, we would indulge. I think Wendy’s marketing to bars is a great idea, and will possibly bring in a whole new demographic to their outlets.
Great idea Marc except that prospective patrons desperately seeking sliders probably aren’t in good enough shape to remember the “password coupons.”
This is a great idea. Ads in highly targeted locations, directed at people who are prone to suggestion and “under the influence.” Absolutely brilliant!
Many fast food locations limit late night service to drive-up windows. These restaurants have security concerns. Everyone who’s worked for any restaurant or convenience store open after the bars close knows they’re going to get a number of drunk customers. It isn’t easy to recruit help for those shifts.
Who listens to ads at that hour of the night, especially when there is no much noise and conversation in bars? Only an unusual ad geared to the target customer of 18-34 year old will make any difference.