The Context

Wendy’s is beloved by many, both for its food (they don’t cut corners on quality… or their hamburgers!) and for its engaging social media. To stay on the vanguard of consumer trends and to be well positioned to serve those who crave its food, Wendy’s needed high-quality data to help it profile its customer base.

The Critical Questions

What are the key customer segments that comprise Wendy’s customer base? What drives or motivates members of each group?

Our Solution

Illuminology designed and implemented a high-quality, quantitative segmentation survey of recent Wendy’s customers across the United States. Using cutting edge statistical models (latent class analysis), we identified the major underlying customer segments. We then profiled each segment in terms of their attitudes, their motivational drivers, their opinions, and their behavioral patterns.

Illumination

Illuminology was able to deliver valid and reliable marketing insights that helped Wendy’s to better understand who their customers were and how those customers might react to future marketing/communications efforts and new product development opportunities.

Resolution

The results from this customer segmentation research helped guide Wendy’s marketing and communications strategy over the past few years, delivering continued success for the brand’s performance in a crowded market.