As fast food companies work to gain customers, they're joining a growing trend of companies offering snarky responses to customer interactions.
Dubbed "social media savagery," the phenomenon allows faceless corporations to show a more personal side to customers and make their brand stand out.
"Brands – on social in particular - are starting to infuse that personality and make it a bit more of a human interaction and I think that's a good thing," said Andrew Carravella, vice-president of strategy and brand engagement at Sprout Social, in an interview with Â鶹´«Ã½ Channel.
The restaurant chain Wendy's has become particularly well-known for its comebacks to customers.
"The social managers over there are really quick-witted, very smart and really funny. I think they take it all with a bit of good humour," he said.
What a horrible way to live
— Wendy's (@Wendys)
Better at picking places to eat
— Wendy's (@Wendys)
The chain has even taken shots at competitors.
We don't.
— Wendy's (@Wendys)
Other restaurant chains vary in their interactions on social media with customers.
McDonald's takes a kinder approach, while Denny's frequently posts haikus or quirky jokes.
Does that mean we’ll be seeing you soon? Hope so!
— McDonald's (@McDonalds)
wow, bey has TWO buns in the oven! that’s just an expression by the way. please don’t eat those buns. they are babies.
— Denny's (@DennysDiner)
a denny’s haiku
— Denny's (@DennysDiner)
like sultry hot fudge,
your love melts my ice cream heart.
my one wish; spoon me.
The interactions have extended outside the realm of fast food, with cellphone companies getting in on the act.
Yes , we're into BDSM. Bigger coverage map, Devastating Speed, and Massive capacity.
— Verizon (@verizon)
But Caravella doesn't believe it will become the norm for every company to have a witty comeback to customers or competitors.
"I think what really matters is finding out, as a business, what your style is, what your community wants and what they respond to," he said. "Then managing that appropriately."
