What Wendy’s Meal of Misfortune Reveals About QSR Diners

With the second half of Wednesday Season 2 set to premiere early September, Wendy’s leaned into the show’s dark, playful energy with the launch of its Meal of Misfortune. Set in the fictional town of Jericho, Vermont (and amplified by a special pop-up activation in Norwalk, California) the promotion drew curious diners from across the U.S. and abroad.

Azira analyzed Wendy’s locations in Vermont (the show’s setting) and California to understand how this collaboration influenced real-world behavior. From age and income demographics to the most-frequented travel paths leading customers into restaurants, our insights reveal how marketing collaborations can translate into measurable impact for QSRs and fast-casual restaurants. 

Question 1: What were the age and income demographics of Vermont and California diners? 

Azira’s insights revealed that the Meal of Misfortune attracted a wide range of age groups. Across California we saw Millennials and Gen Z’s making up 35% of diners, while Gen X and Baby Boomers made up almost 47%. Nearly 60% of diners came from $0–$74K household incomes, while 40% earned $75K+, reflecting the campaign’s appeal across income levels.
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In Vermont, the audience skewed older. Millennials and Gen Z’s accounted for just 23% of diners, while Gen X and Baby Boomers made up more than 50%, and those 65+ represented a full 25%. Income followed a similar pattern. Despite slight age variations, over 56% of diners came from households earning $0–$74K.
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Question 2: Did the promotion attract international visitors?

Azira’s analysis found that Wendy’s locations participating in the promotion—including locations in California, Vermont, New York, Texas, and Florida—attracted diners from across the country. While the majority of diners were domestic, the campaign managed to capture global attention. Roughly 2.5% of diners came from international markets, with the strongest representation from Korea, Canada, Vietnam, Greece, and France.

Question 3: What were the most frequented paths taken by Vermont and California diners? 

To understand how diners arrived at Wendy’s locations and where they were 30 minutes before or after visiting, Azira used its heat map and pathing analysis. By mapping these patterns, QSRs can see how accessible a site is, which paths drive the most customer flow, and how restaurant visits fit into broader daily routines.

At the Wendy’s pop-up activation in Norwalk, CA, the busiest traffic came from Firestone Blvd (east–west) and Pioneer Blvd / Norwalk Blvd (north–south). Diners also traveled in from I-5 and I-605, bringing steady flow to the restaurant.
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In Rutland, VT, the top routes bringing diners in were US-7 (Main St) running north–south and US-4 (West Street / Woodstock Avenue) running east–west. Merchants Row and Strongs Avenue also contributed to steady diner flow. 
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The Meal of Misfortune proved how a marketing collaboration can drive measurable, real-world impact. For QSR data leaders, knowing who diners are and the routes they take in their daily routines unlocks sharper site selection, trade area analysis, and deep competitor intelligence. 

For marketing leaders, these same insights power more effective campaigns, activating high-intent audiences, using footfall attribution to connect ads to restaurant visits, and even leveraging pathing data to optimize OOH and DOOH placements along the routes diners travel most.

Learn more about how Azira can be used by restaurants, or contact us today.