QSR June 2022

YOUNG LEADERS

Kristin Tormey Social Media and Gaming Manager WENDY’S AGE: 31

fun tradition that engages fans, but at the height of the pandemic, the LGHD GLGQ̵ W IHHO ULJKW b “So instead of roasting, we did a little bit of toasting with a cam paign called GroupNug,” Tormey says. GroupNug encouraged Twitter users to tag someone who could use a boost, and then Wendy’s would spotlight them via the social media platform. Tormey says the swell of responses led to shout outs to first responders, nurses, firefighters, family members, friends, and more. Fans could also use a code to get a free four-piece chicken nugget order. Tormey started at Wendy’s five years ago, when Wendy’s social presence was focused almost exclusively on Twitter. Since, she’s been a driving force behind tak ing the brand into not only new socialscapes like TikTok, but also WKH JDPLQJ ZRUOG b In summer 2019, “Wendy” began playing Fortnite on the game-streaming platform Twitch. Most recently, the chain entered the Metaverse in early April. Through virtual reality, fans could explore a branded park that included a Fanta soda fountain and a basketball court called the Buck BiscuitDome (the latter was especially timely given it coin cided with the final games in the NCAA’s March Madness tourna ment). It’s difficult for Tormey to name a single achievement she’s most proud of during her tenure at Wendy’s. However, there is one that stands out. In 2019, Chance the Rapper tweeted a daily affir mation that implored the brand to bring back its Spicy Chicken Nug gets, which had been absent from the menu for two-plus years. The timing was ideal; Wendy’s had been having discussions about bringing the item back. After talking to the higher-ups, Wendy’s issued a challenge: Get Chance’s tweet up to 2 million likes, and the Spicy Chicken Nuggets will return. It only took about 36 hours to reach that goal. “It was like watching a slot machine; it just kept going up and up in real time,” Tormey says.

open channel of communication, providing reassurance in knowing that their feedback plays a huge part to the success of our brand.” KAITLIN Stoehr DIRECTOR OF MARKETING KRYSTAL AGE: 28 Kaitlin Stoehr found the marketing bug as an 11-year-old watch ing Season 1 of “The Apprentice.” And she discovered a perfect out let in restaurants. In high school and college, Stoehr immersed her self, including a stint covering the overnight shift at a Steak ‘n Shake corporate training location. Her corporate path began at Focus Brands, rising from intern to marketing coordinator to mar keting specialist, and, lastly, brand manager. After four years, she took on a post as manager of national calendar and activation for Tropical Smoothie Cafe. Her first day? The start of COVID lock downs. During the crisis, Stoehr helped grow sales and roll high performing LTOs. She then joined Krystal Restaurants in her current role, which is the second-ranked member of the marketing team. “Though Krystal is celebrating its 90th year, it embraces young leaders and new ideas,” Stoehr says. “We operate closer to the mindset of a startup than a tradi tional brand, which enables us to experiment and implement pro grams at a rapid speed.” In less than a year, Stoehr helped the iconic burger chain introduce a new website and app with branded delivery functional ity, implement digital menuboard testing with AI tech in select drive-thrus, partner with Butter. ATL, 2Chainz, and Victor Cruz as part of a rebranding, team with Southeastern Conference ath lete influencers on sponsorships, select a new agency of record,

Of all the major brands, Wendy’s has arguably created the most distinctive voice across its social media and other dig ital interactive channels. Known for a razor-sharp wit tinged with a bit of snark, “Wendy” has become a character in her RZQ ULJKW b “Referring to Wendy as ‘her’—that’s our goal. We know we’re a brand, but at the same time, we really more so look at Wendy as this cultural influencer,” says Kristin Tormey. As social media and gaming manager for Wendy’s, Tormey is largely responsible for shaping that voice and persona across platforms, from Twitter and Facebook to TikTok and Twitch. She also manages multiple agency partnerships with the brand to ensure consistency. “When it comes to matching the tone, that’s a lot of work,” she says. “You just have to be aware of what’s going on out there, whether it’s what’s in the news, what’s in the industry, what’s going on on each platform, and how that tone is.” Case in point: Every January, Wendy’s hosts a Roast Day, where Wendy takes to Twitter to grill people. It’s become a

WENDY’S, KRYSTAL

www.qsrmagazine.com | QSR | JUNE 2022

27