From Our CMO’s Desk
The burger wars are won with bytes, not buns.
Go Deeper
Under “Project Fresh,” Wendy’s is working with consultancy Creed UnCo to rebuild its marketing foundation refining segmentation, messaging, and channel allocation.
Digital sales rose 14.9 % this quarter and now account for over 20 % of revenue, reflecting momentum in app-based ordering and loyalty engagement.
The chain plans to reallocate resources from real estate to marketing and technology, emphasising personalised offers, dynamic pricing, and automated creative testing.
By treating data as a creative asset rather than a reporting tool, Wendy’s is reshaping how fast-food brands balance scale with relevance.
The strategy also leans into first-party data as privacy tightens and cookie-based targeting fades, building a more resilient relationship with its core audience.
This data-centric pivot places Wendy’s alongside McDonald’s and Starbucks in the next wave of tech-enabled QSRs that treat insight as infrastructure.
The goal isn’t to shout louder it’s to speak smarter.
Bottom Line
Wendy’s Project Fresh proves that data is the new secret sauce and those who master it will own the drive-thru of the future.
Published: November 11, 2025
Sources: Marketing Dive, “Wendy’s doubles down on data-driven marketing,” Nov 11, 2025.
