Wendy’s is at it again. The fast food chain is taking its roasting skills to the next level.
Over the weekend, Wendy’s dropped a hip-hop mixtape called “We Beefin’” that has five songs that unabashedly put its competitors on blast, while highlighting what makes the chain stand out.
The creative marketing agency for the chain, Agent of Record calls the mixtape “Wendy’s enthronement of itself at the top of the fast food industry in the face of competitors.”
Here are some of the lines calling out some of the other restaurant chains in the business—
- “Why yo’ ice cream machine always broke? Why yo’ drive thru always slow?” raps the female MC on the track “Rest in Grease” referring some of McDonald’s common complaints.
- “BK? Don’t think that you got away. You copied my old menu and put it out on replay,” says the MC in the track “Holding It Down.”
"Rest in Grease" already reached No. 1 on Spotify’s Global Viral 50 list and two other tracks on the mixtape also landed in the top 10 of this list.
Wendy’s continues to receive attention for its sassy and shameless social voice.
Earlier in the month, after McDonald’s announced that the fast food chain would soon be using “fresh beef” in its Quarter Pounder, Wendy’s was quick to slam its rival on social for swapping the frozen beef on only one of its signature menu items.
In February, the chain launched a national campaign focusing on its fresh beef. In the same month, Wendy’s roasted McDonald’s in a super bowl ad for serving frozen beef patties.
Besides relentlessly teasing its competitors, Wendy’s is using the mixtape as part of its “fresh beef” campaign.
"It's really about telling our food story, that we're fresh, never frozen, and we called out a few of the competitors along the way, but we want to really make sure that people understand that we are fresh and we're a little bit different," said Todd Penegor, CEO of Wendy’s to “CNBC.”
Wendy’s social media voice has evidently resonated with customers and the mixtape is another way for the brand to connect with guests.
"How do we make sure we get food-forward, to showcase all of that? And then how do we connect to that next generation of consumer? You heard a little bit of it with that mixtape, but we've got 2.5 million Twitter followers where we really get to talk about our differences and how we stand apart from the competition,” said Penegor.
Do you think this is a marketing masterpiece? Or has Wendy’s attacked its competition enough?
Read more about Wendy’s mixtape at “Thrillist.”