Indy is in Wendy’s
How Wendy’s and VML revealed a beautiful connection hiding in plain sight, proving Indianapolis has always been at the very heart of the brand.
Don't Delete Menu
Unexpected offers made people think twice before deleting us
- Office
- Argentina
- Client
- Wendy's
When 1 out of 2 apps, on average, is deleted in Argentina, Wendy's is stepping up to encourage users to keep the app. Hidden in the app's shortcut menu, users will find a secret 'don't delete' menu with special offers to encourage them to stay.
We realized there was a window to hack users' logic. To prevent them from uninstalling the app, we created an irresistible offer in a secret menu located in the same place where people usually delete the app.
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.
Interrupt 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.
A remarkable 36% surge in downloads, setting a historic record as the widest gap ever recorded between downloads and deletions – a testament to the app's irresistible appeal and enduring popularity.
