Wendy’s wins over Gen Z with affordability…and chicken

Recently Wendy’s was in the hotseat for planning to test dynamic pricing as early as 2025. Consumers are skeptical of dynamic pricing, and fear this could be used to introduce “surge pricing.” According to a recent Harris Poll survey conducted on behalf of NerdWallet, 22% of consumers (and 15% of Gen Z) say that they would not spend money at a business that uses dynamic pricing. Noted.

Despite consumers’ discontent with Wendy’s proposed pricing changes, data from QuestBrand by The Harris Poll shows that Wendy’s has made pretty big positive strides with Gen Z consumers this summer. For what exactly? Two things we all love: affordability and chicken.

Want more information on food & beverage trends? Check out our QSR: An Industry Snapshot report for insights and brand data. 

Another Entrant in the Price Wars

Fast food restaurants have been scrambling to attract customers in the wake of unpopular price hikes by providing special offers.

In May, Wendy’s started offering a $3 breakfast meal to draw in price-conscious customers.

The popular chain’s deals became even sweeter in July, when Wendy’s offered their beloved Honey Buddy (chicken biscuit) for only $1 on Mondays (with any in-app purchase), since Mondays are in fact the “unhappiest time of the week.”

Apparently, Gen Z is Crazy for Chicken

Gen Z is obsessed with chicken, according to Wendy’s research. So it’s hardly surprising that Gen Z reacted positively to a chicken-packed summer.

On June 10th, Wendy’s released saucy nuggets in seven flavors. This happened to be the SAME DAY that KFC launched their own line of saucy chicken nuggets. Coincidence? This hatched a wave of internet chatter, as nuggs enthusiasts tasted, tested, and compared the world’s latest saucy chicken offerings. Some TikTok videos about the saucy little nuggets received millions of views.

“Wendy’s chicken nugget fandom is truly unrivaled, so it was only natural for us to level up our iconic Nuggs with even more flavor for our fans.” – Lindsay Radkoski, Wendy’s Chief Marketing Officer

In more chicken news, Wendy’s started offering a 50-piece chicken nugget party pack in May. To promote this protein-packed platter, Wendy’s launched a website that allows customers to locate the nearest Nuggs Party Pack. This was created by the same developer who created mcbroken.com, a website that tracks whether the nearest McDonald’s ice cream machine is working.

Wendy’s Sees a Surge in Positive Momentum

Looking at Wendy’s QuestBrand momentum data, we see that positive brand momentum significantly rose this summer among Gen Z adults.

Momentum is a component of brand equity, and it reflects a brand’s perceived market position and ability to beat out competitors. 

Wendy’s Momentum in 2024 – Gen Z and General Population of US Adults – 12 Week Moving Average

QuestBrand. 1/1-24-7/29/24. Base: General population of US adults, n=3,330. Base: Gen Z adults, n=534.

Wendy’s has had a busy summer. But, it looks like their hard work has paid off in engaging Gen Zers.

We look forward to seeing what this innovative QSR has in store for us this fall. We can’t help but hope to see some more good natured ribbing of its competitors.