In a marketing ecosystem where there seems to be no agreement on the most reliable metric, Wendy’s has a measurement standard unlike any other:

If the people who work at McDonald’s headquarters in Chicago “aren’t kicking a trashcan every morning because of something we did, then we probably didn’t do yesterday right,” Kurt Kane, Wendy’s chief concept and marketing officer, told delegates at Advertising Week New York 2018.

“We fight with McDonald’s every day,” he continued. “They spend about a cool billion dollars every year to go out and communicate. They can always outshout Wendy’s by at least three – or probably four – times.

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Kurt Kane, chief concept and marketing officer, Wendy’s