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Restaurants: Wendy’s collaborating with Mondelez, Kellanova, Takis in 2025

Why is the topic trending:

  • Wendy's Sales and Traffic Decline: The article reports that Wendy's experienced a decline in customer traffic in the first quarter of 2025, contributing to an overall slowdown in the quick-service restaurant (QSR) industry.

  • Strategic Partnerships for Menu Innovation: To counter this trend, Wendy's is actively collaborating with major food companies like Mondelez, Kellanova, and Takis to introduce co-branded menu items.

  • Success of Previous Collaborations: Wendy's is leveraging the positive results from past collaborations, such as the Thin Mints Frosty with Girl Scouts and a SpongeBob event, to drive customer interest and traffic.

  • Focus on Customer Passion Points: Wendy's CEO emphasizes the importance of tapping into customer passions through these collaborations rather than solely relying on value meals or deep discounts.

  • Targeting Specific Demographics: The partnership with Takis is specifically aimed at attracting Gen Z customers with culturally relevant and popular flavors.

Overview:

The article discusses Wendy's strategic partnerships with Mondelez, Kellanova, and Takis in 2025 as a way to boost customer traffic and sales, which saw a decline in the first quarter amidst a general slowdown in the QSR industry. Wendy's is drawing on the success of previous collaborations, such as the Thin Mints Frosty and a SpongeBob SquarePants event, to ignite "customer passion points." These collaborations are seen as a key value proposition, more effective in driving enthusiasm and traffic than just offering discounts. The partnerships include the Oreo Brownie Batter Frosty with Mondelez, the Strawberry Pop-Tart Frosty with Kellanova, and Takis-themed menu items like the Takis Fuego Chicken Sandwich and Fuego Fries, specifically targeting Gen Z customers. Wendy's aims to leverage these limited-time offerings to create brand love and potentially introduce innovation to their core menu, particularly their chicken offerings.

Detailed Findings:

  • Q1 2025 Performance: Wendy's net income and total revenues were down compared to the same period last year, with a 2.8% decrease in same-restaurant sales in the US.

  • Consumer Pullback: Wendy's CFO noted a significant shift in consumer behavior in March 2025, with decreasing consumer confidence leading to customers pulling back from the QSR industry.

  • Frosty Fusions Launch: Wendy's is launching its Frosty Fusions menu on May 12, 2025, featuring collaborations with Mondelez (Oreo Brownie Batter Frosty) and Kellanova (Strawberry Pop-Tart Frosty).

  • 100 Days of Summer Promotion: Starting Memorial Day weekend, this promotion will include Takis-themed menu items aimed at Gen Z customers.

  • Focus on Chicken: Wendy's sees chicken as a major opportunity and plans to announce more holistic plans for their chicken offerings later in the year.

  • Breakfast and Coffee: Wendy's breakfast results were below expectations in Q1, and they are planning to innovate on their coffee offerings with a new cold brew lineup as part of the summer promotion.

  • Tariff Impact: Current tariffs are not significantly affecting Wendy's due to their high percentage of domestic ingredient sourcing.

  • AI Order-Taking Expansion: Wendy's FreshAi voice-enabled drive-thru order-taking is expanding, with plans to reach 500 locations by the end of 2025.

  • Adjusted 2025 Outlook: Wendy's has adjusted its full-year outlook due to the challenging consumer environment.

Key Takeaway:

Wendy's is strategically partnering with popular food brands like Mondelez, Kellanova, and Takis to create co-branded menu items in 2025, hoping to reignite customer enthusiasm and drive traffic to their restaurants amidst a general slowdown in the QSR industry and declining consumer confidence.

Main Trend:

Quick-Service Restaurants Leveraging Co-Branded Menu Items to Drive Traffic and Engagement

Description of the Trend (please name it):

The QSR Collaboration Craze

What is consumer motivation:

  • Trying new and exciting flavor combinations resulting from unexpected partnerships.

  • Capitalizing on limited-time offerings that create a sense of urgency.

  • Enjoying familiar and beloved snack and candy brands in new formats within restaurant menus.

  • Seeking novelty and unique experiences when dining out.

  • Driven by social media buzz and the desire to try trending items.

What is driving trend:

  • Slowdown in the QSR industry and the need to boost customer traffic.

  • The proven success of past co-branded menu items in attracting customers.

  • The opportunity to tap into the established brand recognition and customer loyalty of partner companies.

  • The ability to create innovative and attention-grabbing menu items that stand out.

  • Targeting specific demographics, such as Gen Z, through collaborations with brands they resonate with.

What is motivation beyond the trend:

  • Convenience of fast food.

  • Desire for a treat or indulgence when eating out.

  • Trying new items and flavors.

Description of consumers article is referring to:

  • Age: All age groups who frequent QSRs, with a specific emphasis on Gen Z for the Takis collaboration.

  • Gender: Not specified in the article.

  • Income: Likely targets a broad range of income levels who are looking for affordable and appealing fast-food options.

  • Lifestyle: Individuals who eat out regularly for convenience or as a treat and are open to trying new menu items, especially those featuring familiar and popular snack brands.

Conclusions:

Wendy's strategic collaborations with Mondelez, Kellanova, and Takis reflect a growing trend in the QSR industry where restaurants are partnering with well-known food brands to create buzzworthy menu items and combat declining customer traffic.

Implications for brands:

  • QSR Chains: Can leverage the popularity of other food brands to attract new customers and drive sales.

  • CPG Companies (Mondelez, Kellanova, Takis): Gain increased brand visibility and potential new usage occasions for their products through these partnerships.

Implication for society:

Shows the interconnectedness of the food industry and the innovative ways brands are trying to capture consumer attention and spending in a competitive market.

Implications for consumers:

  • More variety and unique menu options at their favorite fast-food restaurants.

  • Potential for exciting flavor combinations and familiar snack brands integrated into meals.

Implication for future:

Expect to see more co-branded menu items and strategic partnerships between QSRs and CPG companies as a way to innovate, attract customers, and navigate market challenges.

Consumer Trend (name, detailed description):

The Collaborative Crave: This trend describes consumers' enthusiasm for limited-time menu items created through partnerships between QSRs and popular food brands, driven by a desire for novelty, familiar flavors in new formats, and the excitement surrounding these special collaborations.

Consumer Sub Trend (name, detailed description):

The Branded Fusion Fan: A sub-trend highlighting consumers who are particularly drawn to QSR menu items that incorporate well-known and beloved snack or candy brands, creating a fusion of familiar tastes and restaurant offerings.

Big Social Trend (name, detailed description):

The Power of Partnerships in Marketing and Innovation: Across various industries, collaborations between brands are becoming increasingly common as a strategy for reaching new audiences, driving innovation, and creating buzz.

Worldwide Social Trend (name, detailed description):

Global Fast Food Innovation Through Partnerships: The trend of QSR chains collaborating with other food brands to create unique menu items is not limited to the US and can be observed in various forms globally.

Social Drive (name, detailed description):

The Desire for Novelty and Familiarity in Food: Consumers often seek a balance between trying new and exciting food options while also being drawn to the comfort and familiarity of their favorite brands.

Learnings for brands to use in 2025: (bullets, detailed description)

  • Co-branded menu items can be an effective way to boost customer traffic in the QSR industry.

  • Leveraging the popularity of established CPG brands can create excitement and draw in new customers.

  • These collaborations can be particularly successful when they tap into existing "customer passion points."

  • Targeting specific demographics with relevant brand partnerships can be a strategic approach.

Strategy Recommendations for brands to follow in 2025: (bullets, detail description)

  • Identify potential CPG partners whose brands resonate with their target audience.

  • Develop innovative menu items that seamlessly integrate the partner brand's products.

  • Create limited-time offers around these co-branded items to generate urgency and excitement.

  • Leverage social media and marketing to highlight the unique aspects of these collaborations.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

In 2025, "The QSR Collaboration Craze" sees Wendy's and other quick-service restaurants strategically partnering with popular food brands like Mondelez, Kellanova, and Takis to create co-branded menu items as a key tactic to drive customer traffic and engagement amidst a challenging market.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, quick-service restaurants should actively seek out collaboration opportunities with popular consumer packaged goods (CPG) companies whose brands resonate with their target demographics, particularly Gen Z, as demonstrated by Wendy's partnerships with Takis, Mondelez, and Kellanova. By developing innovative and appealing co-branded menu items and marketing them effectively as limited-time offerings, QSRs can tap into the established customer loyalty of their partners, drive increased traffic, and potentially boost sales in a competitive market.

Final Note:

  • Core Trend: Quick-Service Restaurants Leveraging Co-Branded Menu Items to Drive Traffic and Engagement: QSRs are partnering with other food brands for menu innovation.

  • Core Strategy: Identify relevant CPG partners, develop innovative co-branded items, and market them effectively as limited-time offers.

  • Core Industry Trend: Increased collaboration and partnerships within the food industry to boost sales and customer engagement in the QSR sector.

  • Core Consumer Motivation: Trying new and exciting flavor combinations, enjoying familiar brands in new formats, and seeking novelty when dining out.

  • Final Conclusion: Strategic collaborations between QSRs and CPG companies are proving to be a valuable tactic for driving customer traffic and sales in a competitive market by tapping into consumer enthusiasm for familiar brands and novel culinary experiences.

Core Trend Detailed (Quick-Service Restaurants Leveraging Co-Branded Menu Items to Drive Traffic and Engagement):

  • Description: This core trend illustrates a growing strategy within the quick-service restaurant (QSR) industry where restaurants are forming partnerships with well-known consumer packaged goods (CPG) companies to create unique and limited-time menu offerings. By combining the brand recognition and customer loyalty of both the restaurant and the CPG partner, these co-branded items are designed to generate consumer excitement, attract new customers, and ultimately boost overall traffic and sales, particularly in response to market slowdowns or the need to capture the attention of specific demographics.

  • Key Characteristics of the Trend (summary):

    • Strategic Partnerships: Formal collaborations between QSRs and established food and beverage brands.

    • Limited-Time Offers (LTOs): These co-branded items are typically available for a limited duration to create a sense of urgency.

    • Leveraging Brand Recognition: The appeal of familiar and popular snack or candy brands is used to draw customers.

    • Menu Innovation: Introduces novel flavor combinations and product formats not typically found on the restaurant's regular menu.

    • Targeting Specific Demographics: Collaborations can be chosen to resonate with particular consumer groups, such as Gen Z.

    • Focus on "Passion Points": Aiming to tap into existing consumer enthusiasm and emotional connections with partner brands.

  • Market and Cultural Signals Supporting the Trend (summary):

    • Wendy's collaboration with Takis (a Frito-Lay brand), Mondelez (Oreo), and Kellanova (Pop-Tarts) announced in May 2025 to counter weak traffic.

    • Wendy's explicit mention of the success of previous collaborations with Girl Scouts (Thin Mints Frosty) and SpongeBob SquarePants as a basis for this strategy.

    • Wendy's CEO emphasizing that these collaborations are a "value proposition" that ignites "customer passion points" and drives traffic more effectively than deep discounting alone.

    • The focus on Takis to attract Gen Z customers, indicating a targeted demographic approach.

  • How the Trend Is Changing Consumer Behavior (summary):

    • Increased Trial of New Menu Items: Consumers are more likely to try limited-time offerings that feature familiar and beloved snack brands.

    • Driving Impulse Purchases: The novelty and buzz around co-branded items can lead to spontaneous visits to the restaurant.

    • Generating Social Media Buzz: Unique and visually appealing collaborations often become popular topics on social media, leading to organic marketing.

    • Re-engagement with Familiar QSR Brands: Partnerships can entice past customers to return to the restaurant to try the new offering.

  • Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):

    • For Brands and CPGs: Provides an avenue for CPG companies to expand their brand reach and introduce their products to new usage occasions within the restaurant setting, potentially leading to increased product sales and brand visibility.

    • For Retailers: QSRs can benefit from increased customer traffic, higher sales volumes, and enhanced brand perception by associating with popular and well-regarded CPG brands. It also offers a way to differentiate themselves from competitors.

    • For Consumers: Gain access to unique and often exciting new menu options that combine the taste and experience of their favorite snack brands with the convenience of fast food, creating a sense of novelty and potential indulgence.

  • Strategic Forecast: This trend is expected to continue and likely expand as the QSR industry navigates competitive pressures and seeks innovative ways to attract and retain customers. Expect to see more creative and unexpected partnerships between restaurants and CPG companies, with a growing emphasis on collaborations that resonate with specific demographics and create memorable culinary experiences.

  • Final Thought: The strategic leveraging of co-branded menu items signifies a dynamic and evolving approach within the QSR industry, where the power of collaboration and tapping into existing consumer passions through familiar and exciting food partnerships is proving to be an effective tactic for driving traffic, boosting sales, and fostering brand engagement in a competitive marketplace.

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