Wendy’s is a beloved and iconic fast-food brand with global reach. As a longtime DoorDash partner and industry leader, Wendy’s decided to use the delivery app’s first-to-market Roku integration to build brand awareness and customer loyalty through interactive and home screen native ads.
The challenge
In a saturated food and delivery landscape, Wendy’s wanted to break through with new and existing customers in ways that would boost top-of-funnel metrics while also driving repeat orders.
Integrating with the Roku-DoorDash partnership offered a way for Wendy’s to meet customers where they are, while also demonstrating the power of CTV to spur immediate food purchases.
The approach
With the help of Roku’s unique partnership with DoorDash, Wendy’s ran a five- week promotional offer that combined the power of home screen native ads with interactive video in a seamless viewer experience. Streaming viewers were offered $5 off orders of $15 or more, and could take action with a simple click on their Roku remote. The offer was then delivered to consumers’ devices in the form of a text message with a deep link to the Wendy’s storefront in the DoorDash app.
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Roku leveraged its relationship with DoorDash to match campaign exposure data with DoorDash’s own customer data, allowing a holistic view of the campaign’s impact on brand awareness, total orders and sales, and average order value.
The results
The Roku-DoorDash partnership drove significant increases in unaided brand and ad awareness for Wendy’s, lifting each by double digits. Seventy-eight percent of the reached audience had not seen the campaign on linear, highlighting the value of advertising with streaming television.
The data also showed that the majority of reached CTV audiences were young, family-oriented streamers who had searched Kids & Family titles on the Roku platform, suggesting that families are a valuable customer base for Wendy’s. Such data-driven insights are an important benefit of working with Roku for brands in search of new consumers.
The campaign saw an +11% lift in Average Order Value compared to non-exposed customers on DoorDash, and a +14% lift in return on ad spend. Furthermore, almost half of orders came from new or lapsed Wendy's DoorDash customers.
“We’re thrilled to see the results of this first-to-market campaign. Combining the strength of TV streaming with seamless food delivery was a no brainer when we were thinking through the partnership with Roku,” said Peter Giordano, GM, Ad Strategy & Platform at Doordash. “Through the power of this partnership, Wendy’s was able to drive true full funnel results, not only seeing success in sales metrics but also expanding our reach to attract new customers.”
Most importantly, the campaign created repeat customers, with one in five converted users ordering more than once during its run. As the first brand to utilize the Roku-DoorDash partnership, Wendy’s leveraged Roku’s full funnel capabilities into lasting brand impact.
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