Wendy’s has a classically salty, or sassy, twitter account. They have been known for this for a while and most recently became famous for replying to Carter Wilkerson’s tweet asking for a year supply of chicken nuggets. However, their Twitter account shows that they have been around a long time before #nuggsforcarter. They reply to many, many tweets every day, relating from customer service complaints to homework requests. It is not uncommon to see sassily written tweets aimed at random tweeters. They are receiving a lot of attention for this new “style” of interaction with customers.
Should Wendy’s embrace this attention? Is it time to leave the salt in the kitchen?
No. We are “m-m-m-m-mm I’m lovin’ it.” (ha, get it?) While we have come to expect professionalism out of established companies, Wendy’s has a genius idea. They have been able to stand out in a crowd of brands vying for the attention of the public by being unique. Since the #nuggsforcarter campaign erupted, Wendy’s has earned 149,000 followers. This kind of publicity is something that couldn’t have ever been matched by a “suggested tweet.” As The US Campaign stated “Carter might not get his nuggets, but Wendy’s got their publicity.”
Critics of Wendy’s brand cite professionalism, uniformity, and Wendy’s history of distasteful tweets (Remember the Pepe meme fiasco). However, I would state that Wendy’s or any brand can maintain professionalism while still conveying a personality that is respected in their target audience. Uniformity and consistency may seem great, but as we know there is not a science to what will or won’t go viral. Lastly, Wendy’s may have a previous snafu with distasteful tweets and this could be a reoccurring problem. However, in the world of social media, users may be slow to forgive, but they are quick to forget.