• by Teresa Buyikian , September 26, 2024

It was only a matter of time before Wendy’s and its dependably available Frosty took aim at McDonald’s inconsistent ice cream machine used for shakes and McFlurry’s, and the chain did just that this Wednesday.

Wendy’s announced a $1 Frosty offer through the end of the month, taking a direct shot at the golden arches’ frequently “broken” ice cream machines. (Whether the machines are actually broken is up for debate, per a recent Food & Wine article.) The disabled machines are a frequent subject of dozens of speculative Reddit threads and major media such as the “Today" Show.

But rather than attack McDonald’s directly, Wendy’s teamed up with the infamous site McBroken.com, which tracks where and when McDonald’s ice cream machines are down. CNN went on to add  “nearly 15% of McDonald’s ice cream machines are broken as of Thursday,’ according to McBroken’s data.” (I took my 89-year-old father to get a McDonald’s vanilla shake last Monday, one of the few things he still loves, and trying to explain to a deaf and blind elderly man that his favorite treat isn’t available is no easy task.)

And despite never mentioning McDonald’s by name in the official Wendy release, the New York Post's story had  the headline “Wendy’s is offering $1 Frosty’s Through September Thanks to McDonald’s.” TheMiami Hearld reported “In an icy dig, Wendy’s is offering customers a sweet 'fix' to rival McDonald’s broken ice cream machines.”

The Wendy’s announcement went on to state, “Wendy's fans can count on the Frosty when they need it most.” It highlights that “if fans are planning to order from the ‘other guys’ they might want to avoid lunch or snack time...or really anytime between 11 a.m. and 3 p.m. when machines are most often unavailable, according to McBroken.com data.”

The chain took throwing shade even further, as the partnership with McBroken.com extends beyond data: Customers can now go to the site to navigate to their nearest Wendy's restaurant, or to even order ahead to ensure “there's a Frosty with their name on it, right when they arrive.”

McDonald’s has yet to respond publicly to Wendy’s announcement, but previously addressed the advent of McBroken.com to CNN with “it is exciting to see customer passion translate into customer-innovated solutions to further make that experience a reality.”

With fast food price wars at an all-time high, it remains to be seen how McDonald’s will handle the pressure from “Icecreamgate.”