Practically every brand has a Twitter handle these days, and fast food chains are no exception. Chains from Arby's to Wendy's and everyone in between are on Twitter promoting their products and trying to reach new audiences. Unsurprisingly, a lot of these Twitter accounts are pretty awful -- some of them are egregiously promotional to the point that it turns you off, while others are just plain boring. The best ones, on the other hand, have a sense of humor and a sense of irony -- they're a fast food company's Twitter handle, after all.
We surveyed some of the biggest names in fast food and evaluated their Twitter accounts, not by followers or number of tweets, but by sheer, subjective likability. In other words, this is has nothing to do with statistics or hard data -- it's our opinion, and you should feel free to disagree. In fact, please share your thoughts in the comments!
Here are some of the leading fast food Twitter accounts, ranked from worst to best -- or, to be more specific, from mind-numbingly awful to hilariously entertaining.
Chipotle does a good job of promoting itself and special events on Twitter, but its tweets aren't altogether that interesting or entertaining. The fast-casual chain makes good use of photos, but it doesn't seem to be having any fun. Lighten up, Chipotle! Everyone likes you -- you can afford to play around a bit.
Krispy Kreme's photos make its Twitter account look goooood. The doughnut chain is great at interacting with followers, but it also relies a little too heavily on the retweet. It seems to be capitalizing on children by tweeting out a lot of photos of cute kids, which is smart and endearing at first, until it seems a little exploitive. We'll let you decide.
"It's #RepeatDay. A perfect day to go to Arby's & get a sandwich to go to Arby's & get a sandwich to go to Arby's & g..." reads one of Arby's recent tweets. Can we say "annoying?" Unfortunately this tweet is emblematic of Arby's greater Twitter strategy, which seems to be nothing good at all. Arby's retweets a bunch of people and is overall pretty boring and lame, with tweets like, "Happy Friday. Forget to pack your lunch." The chain also overuses bad hashtags, which is an abominable offense. (I.e. "I like roast beef and I cannot lie. #RuinARapTrack.") The one saving grace of Arby's Twitter account is its tweet from the Grammys about Pharrell's hat: "Hey @Pharrell, can we have our hat back? #GRAMMYs." That scores Arby's big points in our book.
Dunkin' does a good job at making you want a donut and an iced coffee. With tweets like, "Make your friends jelly. #NationalJellyFilledDonutDay," which was accompanied by a photo, Dunkin' maximizes tweets -- promoting itself but keeping things short and sweet. It's an interactive account that quizzes followers, engages them and also advertises special offers. The only thing we're not huge fans of is Dunkin's habit of tweeting two posts together, the first marked "1 of 2:" followed by "2 of 2." Keep it simple, Dunkin'.
Burger King definitely has a sense of humor on Twitter. The chain doesn't take itself too seriously, which is a good thing. Tweets like, "Fries > guys," and "I wish I could share my fries with you but I don't want to," have a playful, sardonic tone that's just right for a fast food company. The tweets are also short and sweet and they don't abuse the hashtag. With a good use of images and GIFs, we think the folks at Burger King know what they're doing on Twitter.
Pizza Hut shares some solid photos that make us hungry, and it also has fun on Twitter with visual posts like this one. Pizza Hut is good at promoting itself without hammering you over the head with it, because they keep things light. Good work, Pizza Hut.
McD's Twitter account is surprisingly likable. It's celebrity-heavy to be sure, but they've got a sense of humor about it (right, Joey Fatone?). They also make great use of images, where the food is actually enticing. With tweets like, "On a scale of small to large #IcedCoffee… how hectic is your Monday?" McDonald's Twitter account doesn't bother us -- it's actually pretty enjoyable. It's feel-good without being too corny (most of the time) but also has a sense of humor. We're not lovin' it, but we're definitely not disturbed by it.