Wendy’s Latest ‘Rick and Morty’ Crossover Opens Uber Eats Portal
- Wendy’s is renewing its partnership with “Rick and Morty” as the Adult Swim series enters its sixth season, according to information shared in an email with Marketing Dive.
- This year’s tie-up includes an Uber Eats component where the delivery app will feature a special “Morty’s” menu promoting combo meals inspired by the sci-fi comedy starting September 7. Those who order the deals enter to win exclusive merchandise including hoodies, sweatpants and bucket hats.
- Wendy’s is also bringing back the themed flavors of Coca-Cola Freestyle, as it seeks to strengthen the tie with an animated show that has proven enduringly popular with young consumers and a rich source of online memes.
Overview of the dive:
Wendy’s is embarking on the “Rick and Morty” universe for the third year in a row to strengthen delivery channels and promote orders that draw inspiration from the vast world of sci-fi comedy. In addition to Uber Eats and Coca-Cola Freestyle elements, the Quick Service Restaurant (QSR) has again worked with Adult Swim on video ads that acknowledge their collaboration with a wink.
In an advertisement that went online on September 4, Morty – a mumbling, awkward teenager – walks into his garage to find his mad scientist grandfather, Rick, and his parents have apparently been turned into anthropomorphic Wendy menu items. (a reference to a well-known episode of the series). His family then dresses him in a costume that resembles the chain’s new French Toast Sticks before the real Rick steps in and chastises Morty for being “tricked into doing a commercial”. The original “Rick and Morty” team was centered around a breakfast menu introduced just before the pandemic.
— Rick and Morty (@RickandMorty) September 4, 2022
Delivery continues to be central to Wendy’s work with ‘Rick and Morty’, explaining how online and mobile ordering has become a must for QSRs during the COVID-19 era. Last year, the brand rolled out a moving Morty vehicle — a car outfitted with a screaming life-size Morty figure — to market a Hot & Crispy Fries offering around the Adult Swim Festival.
The Morty character, which adorns a dead-eyed Morty in Wendy’s classic red pigtails, is a co-branded mascot the channel frequently adopts for its “Rick and Morty” campaigns. In 2021, it served as the base for a pop-up drive-in restaurant serving special Pickle Rick Frosty and Coca-Cola Freestyle flavors. Portal Time Lemon Lime returns this year, while Wendy’s is adding a Froopyland Froopunch option to Freestyle dispensers in its stores and through its nationwide app.
Until Sept. 11, Uber Eats users can also purchase a Hot Honey NOT Birdperson Combo that includes a custom chicken sandwich, fries, and a drink and a quarter-pound Riggity Riggity Wrecked Combo, fries, and a beverage. Limited-run menu items inspired by pop culture or celebrity orders have become a popular tactic used by QSRs courting different fanbases, especially those made up largely of Gen Z and Millennial consumers. Developing branded menus and landing pages that fit the concept could be a way for Uber to secure more ad spend as part of a drive to diversify revenue and increase its business bets.
Wendy’s is among many businesses that have felt the pinch of inflation, which has diminished some of the value proposition for typically inexpensive fast food. The company fell short of Wall Street targets for U.S. same-store sales, a key indicator of QSR health, in its latest earnings report. “Rick and Morty” could support part of the brand’s share in the cultural conversation and evolve into a long-term partner. The creators of the series recently said that “Rick and Morty” is set to release a new season every year.