Wendy's

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wendys bus advertisingout of home bus advertising wendys
We helped Wendy's drive in-store visitations using bus media.
Wendy’s announced the return of its fan-favorite “$3 Breakfast Deal” in March 2023 and leveraged over one hundred ad placements on MBTA buses to boost local engagement and drive traffic to Boston-area Wendy’s restaurants. OUTFRONT partnered with StreetMetrics, an independent third-party measurement and attribution provider, to understand the impact the bus campaign had on in-store visitation at local locations.

603

Total Visits (Exposed Group)
Source
STREETMETRICS, 2023

63%

Left in Store Visitation
Source
STREETMETRICS, 2023

48%

Of Visits were in Close Proximity of Bus Routes
Source
STREETMETRICS, 2023
Strategy & Execution
Advertiser & Campaign
Wendy’s “$3 Breakfast Deal”

Market & Format
Boston Bus Kings w/Headliners (122 Units)

Run Dates
April 10, 2023 - May 7, 2023 (6 weeks)

Methodology
Control vs. Exposed
Highlights & Results
wendys bus advertising
Highlights & Results

Across the board, those exposed to Wendy’s bus advertisements had a higher visitation rate to Wendy’s Restaurants than those not exposed.

- The exposed group was 63% more likely to visit a Wendy’s vs those not exposed.

- The exposed group’s visit rate exceeded that of the control group through the duration of the campaign with a significant spike in week four.

- Nearly half of the visits (48%) were to a Wendy’s location along, or within a ¼ mile of, a bus route.

- While just under one-third of visits occurred during breakfast hours, visits peaked between 10am-12pm and again between 3pm-5pm indicating that the ads, while promoting a breakfast deal, kept Wendy’s top of mind for the remainder of the day.

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.