Do you want people to not go to Wendy's? That's how you get people to not go to Wendy's.

It won't happen immediately. People will already be there, at the drive-thru at the counter, and they'll tap or swipe their card, revenues will temporarily increase, and it will seem like the plan is working. But every single person will say "what the hell did I just pay for that meal" and then never, ever go to Wendy's again.