2020年3月2日，这是温迪（Wendy）的重要时刻：这是链条终于介绍了其长途全新的全新早餐菜单。它为每个人提供了一些特色：早餐培根（当然），早餐墨西哥卷饼，燕麦片和霜冻ccino，仅举几个列表中的物品。回想起来，很明显，3月2日的启动日期是多么灾难性的任何鉴于世界大约一周后，全世界迅速关闭了新的快餐创新。但实际上，早餐最终推动温迪的业务在最黑暗的时期。这家快餐巨人的营销团队最近与媒体进行了虚拟演讲，介绍了温迪如何度过风暴，这是一些收获。
COVID消息传递
温迪的首席营销官卡尔·洛雷多（Carl Loredo）说：“我生动地记得关于我们是否想在2月还是三月推出的对话。”“事实证明，随着我们开始，天气对早餐的发射影响要小得多。”
The initial idea had been to brag about how much better Wendy’s breakfast was than McDonald’s or elsewhere—“We started with the idea of saving consumers from folded egg sandwiches that were being served in the marketplace,” Loredo said—but when the pandemic hit, there was a different way to sell people on this stuff. Suddenly it wasn’t about being better than the competition, it was about being better than whatever “boring toast or soggy cereal” consumers had available to them at home.
温迪的烹饪创新副总裁约翰·李（John Li）说：“我们的早餐是当天的亮点。”
取货和交付
Digital and mobile ordering became a huge part of Wendy’s operations post-pandemic, with larger order sizes and higher checks becoming the norm (presumably because people were ordering for a whole family/household rather than just themselves as they commuted to work, but Wendy’s didn’t specify). Also, since weekday morning commuters were not rushing into an office anymore, the timing of breakfast as a concept took on more of a weekend vibe: “We had geared up to get going at 6:30 [A.M.], but then the time period for breakfast began to shift later and later,” said Loredo. And hey, if you’re not on your way somewhere, why bother getting into the car to pick it up yourself? This was apparently the thinking behind Wendy’s decision to work with more delivery partners, shuttling breakfast right to consumers’ doorsteps in the morning.
我听不懂的各种年轻人
众所周知，温迪的勇敢的社交媒体存在嘲笑，嘲笑和，嗯...将其陷入用户的心（或他们的块列表）中。正如Loredo所说，“我们不那么秘密的超级大国是社交的。”
但是，“社交”可以比Instagram和Twitter更重要。Twitch是视频直播游戏者Haven，已成为Wendy的一种关键方式与年轻人联系在共同时期。如何？哦，天哪，请不要让我解释一下。基本上，Twitch Streams主持了Wendy早餐菜单项的小型中游广告和促销活动，Wendy的社交团队在聊天中与观众互动。请，我求你，不要在这里提出任何后续问题。只是从Loredo那里拿走：
有很多人涌入观看游戏，参与游戏。确保我们可以从事这一点 - 我们在Fortnite中所做的工作使我们取得成功，然后转移到保护动物和马里卡特。[这些]我们参与游戏社区的不同方式，以真实的方式进行了操作，我们也能够在该领域谈论早餐。
熏肉！
李宣称：“我们是培根之王。”“我们出售业务中任何人的培根芝士汉堡。”确实，整个早餐菜单都是围绕机会，将更多的厚实，苹果木烟的市场区别在于每个产品中，并将其作为明星。似乎是“培根！”也是一个有效的配方：18-35岁的男人专门用于培根剂，而55岁及以上的顾客则享受培根，鸡蛋和瑞士羊角面包。
（就其他几代人喜欢的菜单项目而言，千禧一代正在购买霜冻，而X世代则选择蜂蜜黄油鸡肉饼干。）
因此，您拥有它：敏捷的营销策略和猪肉风味的组合使温迪（Wendy）在早餐成功中的成功。如果您最近一直喜欢任何特定的快餐早餐组合，请在评论中告诉我们 - 只是不要试图向我解释Twitch的工作原理。