When brands around the world are making huge marketing efforts (and investments) to retain App customers and lower drop-rate, Wendy’s had the simplest, most cost-efficient solution: The Don’t Delete Menu. We customized the Wendy’s App shortcut menu by adding two Quick Action tabs leading consumers to unexpected offers that surprised and made them think twice before deleting us. Every week offers were updated, not only helping Wendy’s retain existing customers but keeping them coming back to discover more, increasing app usage. A clever, innovative and unexpected media space living in their own app, not many knew they could customize.