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Wendy’s partners with DoorDash and Roku in new shoppable ads

shoppable TV ads
Wendy’s is debuting new shoppable TV ads (Photo: Business Wire).

Wendy’s is placing click-to-order offers within its ads on the Roku streaming TV platform.

The fast food hamburger chain is the first retailer to participate in a new joint shoppbale ad offering from Roku and DoorDash. DoorDash will be the exclusive marketplace ad solution partner for its partner U.S. restaurants and grocers that buy interactive shoppable ads on Roku.

This enables Wendy’s to place unique click-to-order offers within its Roku ads, with the ability to attribute, target, and measure these TV streaming ads. Consumers can interact with Wendy’s TV ad offers, receive the promotion through SMS/email, and then be led to the Wendy’s storefront directly in the DoorDash app to redeem the promotions.

Roku subscribers who see the Wendy’s ad will have exclusive access to $5 off with any Wendy’s purchase of $15 or more.

“At Wendy’s, we’re consistently meeting our customers however they choose to engage with us. With increased preferences for mobile ordering and delivery, we’re at our fans’ doorstep, meeting and exceeding expectations for quality and convenience,” said Carl Loredo, U.S. chief marketing officer for The Wendy's Company. “Partnering with DoorDash and Roku as the first brand to enable shoppable TV offers is an exciting new step towards our goal of being the best in delivery.”

“Streaming and delivery just go together, which is why we're making it easier than ever for Roku users to order their favorite food right from their TV,” said Gidon Katz, president, consumer experience, Roku. “Just in time for the Big Game, we’re bringing consumers and marketers the same leading scale, data, and tech that have made buying a new device or signing up for a service simple and delightful.”

“We are thrilled to partner with Roku on this unique partnership,” said Rob Edell, GM & head of consumer engagement, DoorDash. “It provides our retail partners with an opportunity to promote DoorDash offers through TV streaming. Consumers can conveniently and affordably get the best of their neighborhood delivered to their door, while brands can reach diners at the right time and drive instant conversion from the comfort of the living room.”

[Read more: DoorDash provides CPG brands with self-serve ads]

New and existing Roku account holders with a linked streaming or smart home device can also get six months of complimentary membership in the DoorDash DashPass no-fee delivery program.

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