Here I take a look at Wendy’s most vital, and most redeemable, asset.

Wendy’s hasn’t been active on Twitter for very long, but since they switched up their marketing strategy to include this platform back in 2015 its been quite the hit. The account mercilessly roasts competing fast food companies such as McDonalds and Burger, while taking no time to spare trash talking customers. They’ve has gone on as far as to make a guy delete his twitter account after he claimed they were inferior to Mickey D’s breakfast. All of this may seem like it could turn off potential customers, but on the contrary, it only brings more in.

Most of Twitter’s user base is comprised of millennials and younger, so this kind of snarky, sarcastic, humor plays right into their wheelhouse. Some investors may want Wendy’s to ease up on their blatant savagery, but I think that the only way to keep future generations buying their Baconators is to amp up the roasting and tone down some of the more plain blatant advertising.