It’s not the first time that Wendy’s has made headlines for its brutal burns here on Twitter. Wendy’s notorious reputation started back in January 2017 when the fast-food chain hilariously clapped back at a Twitter user who, as Wendy's playfully accused, "had forgotten refrigerators existed." The brand made a bold and unapologetic statement, but people seemed to love this super sassy persona. The appeal only grew as it was a far cry from the cutest little redhead mascot. I mean, how dare she?!

Today, Wendy’s Twitter has a whopping 3.8M followers to compare with only 1.9M followers of its competitor Burger King. What’s more, the fast food giant is credited with setting the tone for how brands interact with followers on social media. And this is not something you’d read in marketing books, on the contrary. According to Vulture, brands had already ditched the promotions and started speaking directly to their clients, but it was Wendy's who made this approach an art form—and a viral one at that—with its specific kind of comedy.

Meanwhile, Wendy's Chief Concept and Marketing Officer Kurt Kane told the press that with their Twitter tone, they’re indeed working the fine line: "We want to be likable and sassy. We don't want to be seen as sarcastic and rude. But we walk a fine line."

The truth is, direct marketing on social media that is all about brands posting ads, promo offers and anything in between doesn't get customers engaged. On the contrary, it repels them as something forced, outdated and tacky. But Wendy’s direct communication has an appeal unlike any other. Roasting just adds spice to it and pushes their Twitter into a whole new level of entertainment.