We game because gamers eat more fast food (and because we can do it effectively organically).

Every fast food brand (and most brands in general, whether they should or not) wants to reach younger people. We’ve focused on gaming as our way into their lives. But not by buying our way in; gamers know branded bullshit and they’re protective of their spaces. Gamers are more apt to accept other gamers, so we made Wendy a gamer. The team has played a lot of video games the last couple of years.