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.

Dont Delete Menu Case Film
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.

Karina Aiello

General Manager - VML Argentina

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.

Wendys Menu App

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Awards

D&AD Awards

D&AD Awards

2024


3 Graphite Pencils

The One Show

The One Show

2024


3 Gold, 3 Silver, 3 Bronze

ADC Awards

ADC Awards

2024


1 Silver

The Clio Awards

The Clio Awards

2024


1 Gold, 3 Bronze

The ANDY Awards

The ANDY Awards

2024


Idea Category

New York Festivals

New York Festivals

2023


2 Gold, 1 Silver, 1 Bronze

El Ojo de Iberoamérica

El Ojo de Iberoamérica

2023


3 Silver, 6 Bronze

2023 London International Awards

2023 London International Awards

Digital - Mobile Advertising


Bronze