At this year’s Braze Forge, Wendy’s joined Branch on stage to share how they are combining bold brand personality with smart technology to keep customers engaged from the first app download to their next delicious bite in the restaurant.
The conversation featured Akhilesh Anakapally, Head of Digital Customer Experience at Wendy’s, and Zac Smith, Product Owner, Loyalty and Engagement at Wendy’s, with Branch’s VP of Customer Experience, Stephanie Herndon-Rasse, joining to spotlight how the partnership comes together.
What follows is a guided tour of the top lessons and “tasty takeaways” from that session.
Balancing technology and human connection
Wendy’s is famous for its authentic, witty, and playful tone online. But as Anakapally explained, it is not just about creating bold digital experiences. It is about bringing that same energy into every customer touchpoint, from push notifications to loyalty rewards, while staying mindful of context.
That balance becomes especially important with some of the automation they have integrated. Take drive-through automation. While many brands are rushing to experiment with AI, Wendy’s was one of the first to put it into practice. The goal was not to replace people, but rather to give crew members more time to focus on what they do best: making great food with care and accuracy.
Automation tees it up, while humans step in wherever nuance is needed. That same philosophy carries through to Wendy’s digital experience. From the first app download to becoming a Rewards member, smart acquisition offers spark the initial transaction, and clear onboarding with personalized education keeps customers engaged long after.
Personalization that feels effortless
Wendy’s uses Branch and Braze to reduce friction and create seamless experiences across marketing channels. For example, customers who have not redeemed rewards in a while can be segmented in Braze and reached through email, with Branch deep links guiding them straight into the reward store to complete an order and increase conversions. That same approach applies from QR codes on bags and receipts to in-app messages and contact cards, always taking customers directly to what they want without extra clicks or confusion.
Wendy’s brings personalization to life by combining zero-, first-, and third-party data, including real-time signals and historical models, to make every customer interaction intentional and relevant. By tapping into location affinity, such as a favorite restaurant, and product or daypart affinity, like a breakfast loyalist versus a midnight snacker, Wendy’s can tailor in-app messages, contact cards, and campaigns that meet customers where they are. This approach helps re-engage lapsed guests with the right offer, reward high-value customers to deepen loyalty, and ultimately recreate the same trust, reliability, and speed customers expect from a great in-person experience.
As Smith put it, great personalization is only as strong as the metrics behind it: “If we are not measuring it, we cannot make it better.” A campaign with a 100 percent click rate might look impressive, but if it does not lead to an order, is it really a success? Wendy’s teams use Branch and Braze dashboards to track outcomes that reflect real business impact.
Bridging digital and in-store experiences
Braze’s personalization is not just about nudging customers toward new offers. It is also about meeting them where they are in their lifecycle. For new users, that might mean relying on historical data from their chosen location or using in-app messages to simply ask what brought them in, mirroring the kind of welcome and guidance a crew member would give in person. But digital is only half the journey.
As Anakapally noted, the customer experience is not complete until the first bite of food. That makes the crew the “last mile team,” carrying the digital promise through to the counter or drive-thru. To make that possible, Wendy’s digital team works closely with Wendy’s operations, ensuring any new rollout includes clear training and communication, reinforcing the mantra: “It’s not real until it’s real in the restaurant.”
Feedback loops also play a role, from QR codes on receipts to post-order surveys that focus less on app usability and more on the quality, accuracy, and temperature of the food. One key learning is that encouraging employees to become app users themselves helps bridge the digital and physical, keeping the experience consistent end to end.
When it comes to AI and new technology, Wendy’s stressed the importance of starting small, educating both customers and crew, and making clear that the intent is to help rather than replace. They shared the example of kiosks. While there was some fear when they were first introduced, kiosks became second nature with better education over time and framing around benefits like speed, convenience, and customization.
The secret sauce to success
Wendy’s approach proves that any company, not just QSR brands, can harness Braze and Branch to deliver seamless, personalized experiences without losing the warmth customers crave. This Braze Forge session left the room buzzing with practical ideas and, yes, craving their new “Wendy’s Tendys” and a Frosty.
Want to learn more about how Branch can help you connect better with your customers? Reach out today.
Want a tasty meal? Download the Wendy’s app.
