Know more about this fast food app that refused to be deleted… and won BIG!
Today, allow me to share with you an example of this kind of campaign. Keep reading below to learn how this fast food chain appealed to its customers to keep its app installed on their phones. |
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Know more about this fast food app that refused to be deleted… and won BIG! Imagine this: You’re scrolling through your phone, looking to free up space for yet another round of photos, memes, and that one app you downloaded on a whim but now can’t live without. As you press and hold the Wendy’s app, ready to send it to digital oblivion, a message pops up: “Pará! Pará!” (Stop! Stop!) Wait… what? Your fast-food app is now pleading for its life… and not just that—it’s also bargaining with you: “What if we give you free food instead?” Suddenly, deleting the app doesn’t seem like the best option anymore. You hesitate. You tap the offer. A moment later, you’re munching on a burger instead of clearing out space. Welcome to the world of guerrilla marketing at its finest, where Wendy’s turned the seemingly mundane act of app deletion into a digital showdown! Let’s dive into how the brand pulled off this masterstroke and why it worked so well. The App Graveyard: Why Brands are Desperate to Stay Installed Let’s face it—our smartphones are ruthless. We download apps with good intentions, but within days (sometimes hours), they’re on the chopping block. Did you know that Argentina holds the highest app uninstall rate in the world, with over 51% of apps deleted within 30 days? To be honest with you, that’s brutal… especially for businesses. For Wendy’s, that was a major problem. Unlike global giants McDonald’s or Burger King, Wendy’s has fewer physical locations in Argentina, meaning its app is crucial for maintaining a presence in customers’ daily lives. However, in a country where users regularly axe apps for more storage, Wendy’s was at risk of being deleted and forgotten. So, what did Wendy’s do? Instead of accepting its fate, the company got creative. That’s when the “Don’t Delete Menu” campaign was born…
To turn an app deletion into a fast food fiesta, Wendy’s teamed up with media company VML to hijack a smartphone’s haptic touch menu—the little popup that appears when you press and hold an app icon. Usually, this menu offers basic options like Delete App or Share App. … but for Wendy’s? This was an opportunity . By modifying the delete menu to include tempting food offers, the company essentially interrupted users at the moment of deletion and made them think twice. Instead of a simple “Delete App” option, users saw this instead: “Pará! Pará!” (Stop! Stop!) “Here’s a free add-on”
Clicking these options took app users straight to exclusive in-app deals, turning what should have been a breakup into an irresistible comeback. Genius, right? RIGHT! Was Wendy’s “Don’t Delete Menu” campaign effective? As a result of this clever strategy, Wendy’s won the battle against app deletion. In fact:
… and if that wasn’t enough, the campaign won BIG in the marketing world:
Why This Campaign was Pure Marketing Gold Clearly, Wendy’s didn’t just retain users—it also created a blueprint for how to make an app deletion moment an opportunity rather than a loss. What’s more?
Overall, the “Don’t Delete Menu” campaign proves that marketing brilliance doesn’t require MASSIVE budgets—just creativity. Here, Wendy’s took a pain point (app deletion) and flipped it into a playful, interactive experience that made customers rethink their choices. So, next time you go on an app-cleaning spree, remember: Some apps might just fight back—and if they do it right, they might just win. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how one pasta ad sang its way into people’s hearts in 2024? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
