This presentation reviews Wendy’s current social media strategies, focusing on their diverse content types, customer interactions, and brand voice. To strengthen our research, we conducted both online and in-person observations. We visited a Wendy’s location, purchased products, and even submitted a complaint to experience firsthand how their social media team handles feedback.

On platform X—where Wendy’s has 3.7 million followers and maintains a high posting frequency—we engaged with the brand by posting the message, “WHERE IS THE BEEF?” Their online persona stood out as bold, sassy, and playful, often engaging in witty banter with competitors and staying relevant by tapping into current trends and pop culture. This style keeps their audience entertained and ensures the brand remains highly visible in digital conversations.

However, our research revealed some weaknesses. While Wendy’s thrives at entertaining content, their handling of complaints often falls short. Many responses come across as generic, scripted, and impersonal, with little to no follow-up or resolution. In some cases, their use of sarcasm—even in response to serious complaints, such as one involving hospitalization—sparked backlash from healthcare professionals and customers.

When we tested this ourselves, Wendy’s responded quickly to our complaint but again failed to include a personal greeting or tailored message. This highlights a clear gap in customer care.

Based on our findings, we recommend several improvements: refraining from sarcasm in response to complaints, following through on all customer promises or assigning a dedicated follow-up team, personalizing every customer interaction, and increasing overall posting frequency by 20–30% each month.