Wendy's

Don't Delete Menu

White background with smiley face and text that says "don't delete menu"
Market

VMLY&R COMMERCE Argentina & US

Challenge

Argentina ranks #1 globally on app deletion with a 51.4% rate.  This means 1 out of 2 apps downloaded eventually gets deleted after 30 days.  With food apps being the favorite category to delete, our Wendy's app was at risk.  We needed a solution to stop them from leaving us and the answer was in the app itself.

Idea

We interrupted the deleting process by customizing the app's shortcut menu.  Every time users tried to delete us using haptic touch, they found unexpected offers for them to stay – frequently updated to keep fans engaged.

Growth
  • +138% app usage
  • -14% drop rate
  • 36% downloads
  • +12% sales
  • The gap between downloads and deletions was the biggest in history
Recognition
  • New York Festivals, Gold, Commerce and Creativity: Best Use
  • New York Festivals, Gold, Direct: Best Use
  • New York Festivals, Silver, Commerce and Creativity: Best Use
  • New York Festivals, Bronze, Digital/Mobile: Mobile Platform

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