Fast-food giant Wendy's has a podcast, and it’s not particularly good. At least not as we’ve defined what companies are supposed to do with podcasting. But what if that’s on purpose?

Wendy’s isn’t trying to make a branded podcast. Nor are they trying to make a yet another interview podcast. They aren’t trying to amass a million listeners to they can generate ad revenue additional revenue stream. And the only “merch” they want to sell is burgers and fries at their restaurants.

Instead, I think Wendy’s is setting a flagpole with this podcast. This tactic was employed by (and is still employed by) many brands and businesses entering a new digital space. Consider single-page websites (I’m a fan) or when businesses grab their Twitter handle but rarely - if ever -  publish new content. 

This podcast also lets Wendy’s lean into a popular meme thrust upon them and define the brand’s own “official” take. No, the podcast isn’t as funny as the meme and will likely never unseat the meme. But I don’t think that’s the point. 

Remember, the content you hear today on the show is not the end goal. This is just what the brand is doing right now because the climate -  for them - is right for it. 

Today, it’s hard to find a brand that doesn’t have a presence on social media. Is it really a stretch to think of a tomorrow where it’s hard to find a brand that doesn’t have a podcast? Maybe not what we think of today as a branded podcast. Maybe one that doesn’t feature interviews. Maybe those podcasts will look something like what Wendy’s is doing today. 

People like me who make podcasts on behalf of companies should love this show if only for obvious reasons: it’s one more example of a brand investing in the podcasting space. But I think all working podcasters should dig what Wendy’s is doing. Not because it’s amazing, compelling content (it’s not). But because it’s an exploration of what else can be done in podcasting.

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