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Wendy’s Sassy Twitter Clash


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That sassy red-head Wendy has been showing her frosty side on social media, as the legacy hamburger chain’s Twitter account has become the subject of mass media articles in recent days.

Starting with an innocuous tweet about how its square beef patties are never frozen, a hot-shot tweeter objected and said, “Your beef is frozen and we all know it. Y’all know we laugh at your slogan ‘fresh, never frozen’ right?” among other nuggets of wisdom. Rather than ignore the sweet burn, Wendy chose to engage, replying, “Sorry to hear you think that! But you’re wrong, we’ve only ever used fresh beef since we were founded in 1969.”

The chatty Twitter uses, Thuggy-D, continued unfazed, saying “so you deliver it raw on a hot truck?” to which the Wendy’s corporate Twitter replied, “Where do you store cold things that aren’t frozen?” After yet another retort mentioning McDonald’s and its all-day breakfast, Wendy’s again replied, “You don’t have to bring them into this just because you forgot refrigerators existed for a second there.”

Depending possibly on your age, or tolerance for online snark, you either think Wendy’s hit the sarcasm out of the park and showed some brand-defining coolness, or this is all exhausting and you’d rather read about something more important in our world.

Either way, anybody (or brands) in the public eye need to follow some of these higher-profile Twitter battles, especially when our future President is so fond of taking brands to task or harassing them—depending on your personal world view.

In just the first week of 2017, both Ford, General Motors and Toyota have found themselves unexpectedly fact-checking our President-elect and being drawn into the messy 24-hour news cycle. So far, several of his Tweets have missed some key facts, but that somehow doesn’t seem to matter anymore. Whether or not the facts are on your side, your brand could become part of the news—and how your brand manages the fallout could have significant implications for brand perception among certain subsets of the public.

To this aging millennial, seeing Wendy’s get some good press by standing up for itself is a brilliant example of building an online presence with some personality. No hardcore Twitter users I know are going to be moved by bland marketing copy or Tweets about LTOs—unless there’s a dash of sass attached.

It’s a gross new world out there in the community swimming pool of social media. Your brand is going to encounter some confusing, questionable or downright nasty things, but there’s no escaping it. Taking cues from Wendy’s or Arby’s, which has also demonstrated some fearless, with impromptu wit on its social channels, it’s probably best to show your true stripes than be overly concerned about what the lawyers think.

Quoting Basil King, the Canadian-born clergyman and writer, “Be bold and mighty forces will come to your aid.”
 

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is staff writer at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
 twitter.com/mlarson1011.
 
Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
Follow her on Twitter at http://twitter.com/nanweingartner.
 

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