July 18th, 2022, Lesley Simeon
After launching its Wendyverse activation in March this year, Wendy’s is extending its branded experience in the metaverse with ‘Sunrise City’ – a game that challenges visitors to “reach the top of Wendy’s breakfast castle as teeter-tottering bacon bridges and flying biscuits await.” Players can also earn incentives in the game, which they will be able to redeem in real life.
But whether offline or in the metaverse, what exactly do Wendy’s customers think of schemes designed to increase their brand loyalty?
According to data from YouGov Profiles – which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 63% of Wendy’s current customers subscribe to loyalty programs in exchange for in-store/online discounts and offers. That compares to just 48% of the general US population.
Similarly, 43% of Wendy’s customers expect loyalty schemes to give them discounts and rewards to other retailers, compared to 29% of the general population. Slightly fewer (38%) of Wendy’s regulars want loyalty programs to offer them free products and services but this is significantly more than the general population (28%).
So much for traditional loyalty schemes – but what about this one set in a digital universe? Wendy’s new breakfast-themed obstacle course, ‘Sunrise City”, will be available on Meta’s Horizon Worlds platform. But YouGov data shows that only 29% of Wendy’s’ current customers are confident about understanding what the metaverse really is – that’s lower than amongst the general population, 37% of whom have a good grasp.
Having said that, this segment is less likely to consider the Metaverse a fad than the average American – so their minds may well more open to Sunrise City rewards over time.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.