Can slam dunks revitalize Wendy’s sales?
The fast-food chain on Monday revealed its new Dunks Menu, as part of its partnership with the NCAA men’s and women’s basketball tournaments, otherwise known as March Madness.
Wendy’s Dunks Menu will kick off on the company’s mobile app and website with the company’s Frostys and its fries, noting that customers frequently order them together to “dunk” their fries in a Frosty.
Next Monday, the Dunks Menu will be expanded to include a 6-piece chicken nuggets or 3-piece chicken Tendys, along with Wendy’s more traditional sauces for more dunking.
“March Madness is fueled by unforgettable dunks, and Wendy’s is bringing that same energy with the most iconic dunk of all, Hot and Crispy Fries in a Classic Frosty,” Lindsay Radkoski, Wendy’s U.S. chief marketing officer, said in a statement.
Wendy’s also said that customers who order through the Dunks Menu over the company’s mobile app will be automatically entered into a “Dunkstakes,” with the grand prize of $100,000 in cash.
There are also 10 cash prizes of $1,000 each, 25 pairs of custom sneakers and 500 Wendy’s gift cards.
The campaign is part of Wendy’s renewed marketing efforts this year as it works to lift sales from one of the worst periods in its history. The chain’s same-store sales fell 11.3% last quarter. It has also gone eight months without a permanent CEO.
The company brought in former Yum Brands CEO Greg Creed to oversee a study of the brand’s marketing. One of Wendy’s strengths revealed in that study was the company’s sides, both sweet and savory.
The chain brought back its Girl Scout Thin Mint Frosty to tap into that demand. The Dunks Menu continues that by focusing first on the fries and the Frosty. “A big segment of our population comes to Wendy’s for our sides,” interim CEO Kenneth Cook told analysts last month. “Reflecting backwards, that helps explain why Girl Scout Thin Mint was such a success in 2025.”
Snacking also informed the chain’s Biggie Deal Platform, which features small bundles such as a Jr. Cheeseburger or and a small drink. “If you’re coming to Wendy’s and you don’t want a full meal, you want to get a quick snack, you can do that at the $4 price point,” Cook said.
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