Breaking Down the Moonlight Meal Deal at Wendy’s
It’s hard for me to have any interest over the recently released Moonlight Meal Deal from Wendy’s. The Moonlight Meal Deal is a $5 combo that consists of a Double Stack burger, Chili Cheese Fries and a large drink. I felt like breaking down the business move by Wendy’s and giving my personal take on it. Feel free to give us your opinion on the combo deal in the comments.My lack of interest comes from a few different angles. Let’s break down the major points:
#1: It’s only available after 10pm: Maybe I’m slightly outside of the target demo for the Moonlight Meal Deal, but come on Wendy’s… after 10pm only? I bet the dinner time crowds die down significantly after 8pm so why not stretch it out to after 8pm instead? Having “Happy Hour” prices is a new trend that has spilled over into the fast food world a little more these days and I think it’s a great business strategy. After 10pm only special pricing wouldn’t be so bad if there was actually more to it.#2: It’s one combo: I still think McDonald’s and Taco Bell have a firm grasp of the late night fast food market. If Wendy’s wants to appeal to the “millennial generation”, they might want to offer more than just one specific combo. McDonald’s and Taco Bell have great value menu options with plenty of variety to pick and choose and create a $5 combo meal better tied to your personal tastes. How can Wendy’s possibly compete with that? Unfortunately they can’t compete with that and the Moonlight Meal Deal doesn’t offer enough to take a piece of their market. #3: Is it even available at my local Wendy’s?: Nope. Like most all Wendy’s promotions, “At participating locations” is really something I have to keep in mind. It’s rare for me to find nationally promoted prices when it comes to Wendy’s. More than any other fast food restaurant, Wendy’s ranks highest for me in inconsistent promos. You won’t be shocked to know I couldn’t find a Wendy’s offering the Moonlight Meal Deal.
#4: Is $5 a good deal?: Since I couldn’t find a Wendy’s with the Moonlight Meal Deal, I decided to still order the Moonlight Meal Deal. To get into the spirit of things, I ordered my food after 10pm and just ordered the individual components of the combo. After 6% tax I spent $6.88 for the Double Stack, Chili Cheese Fries and large drink. This comes out to about $1.50 more than what the $5 promo after tax would’ve cost me. Four years ago I reviewed the Double Stack here on GrubGrade and it was nationally promoted for 99-cents as a way to compete with the Double Cheeseburger and McDouble at McDonald’s. I paid $1.49 for my Double Stack in 2009 and it’s available for $3.27 at my local Wendy’s today. Wendy’s does not have a loss leader on its menu in my opinion. Still, a meal between 5-7 bucks should be about typical for a larger combo at a fast food establishment. So is $5 a good deal? No. It’s just one combo with a cool name that is exclusive to late night hours. That’s a hard sell.If you think I’m just a Wendy’s hater, think again. Over the major fast food chains, I think Wendy’s ranks as one of the best in terms of taste. I’ll take a Wendy’s burger over McDonald’s or Burger King easily. Wendy’s also has awesome bacon… and most of you agree. It’s just the other areas of the business that have me concerned as a consumer. Time to gauge the interest of the readers. Sorry for leading the witness with this one… forget everything I said. What’s your personal opinion on late night fast food grubbing? Does the Moonlight Meal Deal appeal to you? Like we discussed on The Nosh Show episode 2, what’s your opinion on best bang for your buck fast food?