Whether the fictional family, which is featured in a new Wendy’s Hispanic campaign launched earlier this month, can move the needle remains to be seen. But a new study by market-research firm Placed suggests that the No. 2 burger chain may have an uphill battle compared to its rivals.
According to the report, called “Dining Out in America: The Quick-Service Restaurant Landscape,” Hispanics were least likely to visit Wendy’s compared to McDonald’s, Burger King and Taco Bell. Overall, the survey, based on direct measurement of 70,000 U.S. smartphone panelists in April that opted in to location measurement, found Hispanics 16% less likely to visit Wendy’s than the average U.S. consumer.
While the report didn’t give specific reasons, it’s likely Wendy’s is not high on Hispanic’s fast-food list in part because the chain isn’t spending as much to lure the demographic as rivals…
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