Wendy’s Takes Aim at McDonald’s with Frosty Fix Trucks Amid New Ice Cream Machine Rule

In an ongoing rivalry, Wendy’s has set up “Frosty Fix” trucks outside McDonald’s to offer $1 Frosty alternatives as McDonald’s struggles with notoriously unreliable ice cream machines. With new U.S. repair regulations, McDonald’s may see fewer broken machines—and fewer missed McFlurries.

Wendy’s Escalates Ice Cream Rivalry with ‘Frosty Fix’ Trucks Outside McDonald’s Locations

Here's a quick recap for those who haven’t followed the ongoing rivalry between Wendy’s and McDonald’s, per People.

What began as a lighthearted jab at McDonald’s notorious reputation for broken ice cream machines has escalated into a full-fledged marketing battle. Wendy’s, ever the quick-witted competitor, partnered with the creator of my broken. Com—a site that maps out the nearest McDonald’s locations and marks the status of their ice cream machines—to give customers a Frosty alternative, adding Wendy’s nearby locations as an option.

But Wendy’s didn’t stop there. In a bold move, they deployed “Frosty Fix” trucks outside McDonald’s locations, promoting their $1 Frosty deal and turning the heat up on their competitor in the cold dessert game. While the icy exchanges between the two burger chains have cooled, the federal government has now stepped in to address the issue's root.

New Rule Allows Faster, Cheaper Repairs for McDonald's Ice Cream Machines, Reducing Downtime

Thanks to a new exemption from the U.S. Copyright Office, third-party vendors can now repair commercial food prep equipment, including McDonald’s famously malfunctioning ice cream machines. Until now, McDonald’s franchisees were restricted to repairs exclusively by the manufacturer, leading to lengthy delays and high repair fees of up to $300 for just 15 minutes of service. For some locations, a downed ice cream machine could result in losses of up to $625 per day, up to nearly $4,375 per week.

The new exemption aims to make repairs faster and more affordable, meaning fewer “Our ice cream machine is down” signs and more McFlurries for fans. Now, if only McDonald’s would return the two-for-$1 apple pies, they’d be hitting a sweet spot with customers.