If you're wondering what "6-7" means and why it matters, congratulations—you probably don't spend much time around middle schoolers. But Wendy's Co (WEN) is betting that this viral Gen Z and Gen Alpha phenomenon can help rescue its stock from some seriously rough territory.

When Your Stock Needs a Meme Intervention

Wendy's has had a brutal 2025. The company is down 48.3% year-to-date, trading near its 52-week low of $7.83, and recent earnings showed pressure on sales with store closings on the horizon. So naturally, it's time to lean into internet culture.

The fast-food chain is launching a promotion around the 6-7 meme, offering small Frostys for 67 cents. On Black Friday (Nov. 28), the deal is available both in-store and online. From Nov. 29 through Dec. 7, customers can still get the 67-cent Frosty, but only through the app or online orders.

It's a smart play, really. McDonald's saw a meaningful boost in sales and traffic from its Minecraft partnership earlier this year, proving that the Gen Z and Gen Alpha demographics can move the needle. Now Wendy's is hoping to capture some of that magic with far less investment—after all, they already have Frostys on the menu.

What Even Is 6-7?

For those blissfully unaware, the 6-7 catchphrase traces back to the Skrilla song "Doot Doot (6 7)," which references NBA player LaMelo Ball's 6'7" height. The song went viral on TikTok, spawning countless memes, hand gestures, and even "67 Kid," who became internet famous for his association with the two numbers.

Dictionary.com declared 6-7 as its Word of the Year for 2025. "If you're the parent of a school-aged child, you might be feeling a familiar vexation at the sight of these two formerly innocuous numerous," the site noted.

Wendy's isn't alone in capitalizing on this cultural moment. Pizza Hut offered 67-cent boneless wings earlier this month, and Domino's Pizza launched a large one-topping pizza for $6.70. When multiple chains jump on the same trend, you know it's reached critical mass.

The Strategic Play Behind the Promotion

This isn't just about selling cheap Frostys. By tying most of the promotion to app and online orders, Wendy's is building a database of digital customers they can target with future promotions. It's customer acquisition disguised as a meme.

The 6-7 promotion follows Wendy's collaboration with Netflix in August featuring menu items tied to the "Wednesday" series. The chain also celebrated Frosty Day on Nov. 15, marking the anniversary of the restaurant's 1969 opening when the Frosty was one of the first five menu items.

Restaurant partnerships with movies, TV shows, and celebrities have become increasingly common because they work—bringing back lapsed customers or attracting new ones. But betting on a meme rather than a celebrity or entertainment franchise might actually be lower risk and higher reward, since it doesn't require licensing deals or menu innovation.

The Stock Situation

Here's a fun coincidence: Wendy's stock was up 6.7% (yes, really) on Tuesday to $8.43. Shares have traded between $7.83 and $18.71 over the past 52 weeks, and they're currently much closer to the bottom of that range.

Time will tell if promotions like this can turn things around for Wendy's and the other chains chasing viral moments. But when your stock is down nearly 50% for the year, a low-cost promotion that might drive traffic and build your digital customer base isn't a bad swing to take.