Coming off our hugely successful “sailgating” project for Wendy’s in Seattle, our clients at The Marketing Arm turned to us once more. This time to create a full sized Wendy’s restaurant façade on the infield of the world famous Daytona 500, in Daytona Beach, Florida, as a way to bring awareness to their new breakfast offering, the Wendy’s Breakfast Baconator!
With only 2 weeks of production time from project approval, the goal was to create a life-sized Wendy’s restaurant replica that could fit the Wendy’s food truck & staff inside, while providing a grab & go style service window for consumers. We engineered the 50’x30’ structure to have just enough space to fit all the needed elements inside, along with almost 30,000 lbs of concrete ballasts inside to support the structure safely. Full color graphics adorned each wall, modeled after the actual restaurants, and double doors front and back made for easy access by staff. While the lot we were in looked flat, it was far from level, so we had to make up for almost 9” of difference from one end to the other and fill the gaps onsite.
For 4 straight days the Wendy’s team provided free food and drinks to all the NASCAR fans in the infield at the Daytona International Speedway, as well as delivered food in their custom mini-RV delivery vehicles to select RVs camped in the area. Thousands of meals were served and we received numerous accolades from the public about how cool the display was. Wendy’s secured multiple media hits and put smiles on the faces of thousands of fans!
