Wendy’s is celebrating the 25th anniversary of the “SpongeBob SquarePants” animated TV series by releasing a special meal that includes a “Krabby Patty Kollab” cheeseburger and a “Pineapple Under the Sea” Frosty flavoring. This limited-time offering will be available at Wendy’s restaurants in the US and Canada starting October 8. The Krabby Patty features a regular cheeseburger with an extra slice of cheese and a top-secret Krabby Kollab sauce. The special Frosty is a vanilla flavor with a pineapple-and-mango-flavored puree swirled on top.
The collaboration with “SpongeBob SquarePants” is a strategic move by Wendy’s to tap into the nostalgia of millennials who grew up watching the popular cartoon. Burger King has also announced a partnership with MGM’s “The Addams Family” animated film franchise for a special “Wednesday’s Whopper” with a purple-colored bun. By capitalizing on beloved pop culture icons, fast-food chains hope to boost sales and attract new customers.
Wendy’s highlighted the partnership in a press release, stating that it made sense for two iconic squares in pop culture to team up, referring to the chain’s trademark square burgers. By incorporating items that are already on the menu, Wendy’s makes it easy for employees to assemble the special meals. This approach is similar to McDonald’s celebrity meals strategy, where existing menu items are rebranded with a special name to drive financial success.
The fast-food industry is facing challenges as fewer Americans dine out and spend less when they do, resulting in slower sales and decreased restaurant traffic. In response, companies like Wendy’s are rolling out value meals and special promotions to attract customers and increase sales. The effectiveness of these strategies will be evident when the companies release their earnings in the coming weeks, providing insight into the impact of these marketing initiatives on overall performance.
