Wendy's Is Slaying Everybody at Social Media

January 9, 2017 Ophelie Zalcmanis-Lai, Content Editor

Buuuuuurn.

People may not say “burn” anymore, but it seems to be completely fitting when it comes to Wendy’s and their always fresh, never frozen Twitter account lately.

From telling people to delete their Twitter accounts to telling people to make their beds, Wendy’s isn’t shying away from interacting with just about every kind of comment thrown at them.

The best part is that they are doing it in a way that’s so wonderfully savage, that all the sass is actually bolstering their brand.

This is what captured our minutes this week.

Here’s why:

1. Wendy’s is taking the risk of scorning lots of sensitive customers looking for a discount and they feel no ways about it.

We all know there’s going to be that one customer who gets offended when Wendy’s pokes fun at them. They will demand free burgers. Fries will be thrown.

In all seriousness, if you look at some of the things Wendy’s is saying to people there are board members squirming somewhere. 
 


But truth be told, this is just Wendy’s being Wendy’s. Wendy’s could just ignore everybody. It could also go ahead and deploy the typical customer advice-oriented remarks.

Yet it doesn’t. It doesn’t care to follow the status quo nor does it want to tow any kind of line. Whoever is behind the account just remains consistent in delivering a voice that people can’t get enough of in a world where PR-approved responses reign supreme.

Pretty ballsy.

It’s not that they didn’t have a few slip-ups along the way (see the Pepe meme incident), but they owned up to everything. They stuck with what they said and didn’t back down.

People like that kind of authenticity so much, they can’t wait to egg on the fast-food giant.
 


2. They’re being honest about how they feel about their product (and that of their competitors).

And we mean really honest.

We’ve lost track of how many times Wendy’s has told someone to get new friends depending on their choice in fast food.

It’s all fun and jokes, right? Yes, but here’s why it works: Wendy’s is sticking up for their brand.

For all the people who say that Wendy’s is like that old high school friend you forgot about when it comes to McDonald’s and Burger King, these tweets just about prove that entirely wrong.

They find a way to mix sarcasm and wit, with highlighting their pros including using fresh, never frozen beef and the great value menu options they offer.

Essentially, Wendy’s is challenging its competitors to reach its level. Call their remarks petty if you must, but we think they’re fresh. It’s rare that brands find a way to skilfully call each other out without making it a total screaming match.
 


3. All of their actions are getting them huge engagement.

Whether or not you agree with Wendy’s bold Twitter persona, you have to admit it caught your attention. Either way, you’re scrolling through the timeline and reading the 140 character quips.

Being this open, this responsive and this bold makes people look. Ultimately, people will remember Wendy’s for doing this.

All brands should show off their unique personality. It’s just that not all brands do. So even though memes, gifs and snappy comments are all commonplace online, big brands actually using them as their official voice is not.

It brings a new meaning to the line: “made ya look.”

(And don’t worry – Wendy’s is still replying to customer complaints normally.)

Wendy’s, keep doing you. We like you. We like your Twitter. We just can’t stop reading the replies.

Side note, but worthy note nonetheless: what other brand will make Star Wars AND Harry Potter references on the same social channel? AWESOME.
 

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

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