When the beloved burger chain Wendy’s announces its made-up “#NationalRoastDay” holiday, you know the annual roastmaster has begun on Twitter. Its merciless flame will scold anyone who wants it, but beware what you wish for, because the brave ones standing are turned into charcoal.

When most companies try to look edgy and use social media to be funny, it often looks embarrassing. But Wendy’s seems in no mood for playing games. The rules are simple: you drop “roast me” below Wendy’s tweet, and feel your room temp rising to an inferno. Then, Wendy's responds and you may as well regret asking for it.

Below we collected some of the most hilarious and painful hits Twitter users took and oh boy, Wendy’s is nailing it so badly, I suspect Ricky Gervais is in charge of the account for a day. Psst! More funny roasts from Wendy’s previous Roast Days can be found here, here and here.

#1

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Ahimsa Santhosh
Community Member
8 months ago

That was the best possible answer 🤣🤣

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#2

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Rissie
Community Member
8 months ago (edited)

No aloe vera strip can soothe that burn.

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#3

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Rissie
Community Member
8 months ago

Too easy ;)

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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.

#4

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Tolga ÜSTÜN
Community Member
8 months ago

Oh my! That is brutal... and possible partly true?

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#5

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adiiantryx
Community Member
8 months ago

i can see it

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#6

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WilvanderHeijden
Community Member
8 months ago

Exactly. A pair of cheap thumbtacks in your eyes will get the same result.

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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.

#7

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I don't like my name
Community Member
8 months ago

🔥

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#8

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Tolga ÜSTÜN
Community Member
8 months ago

I see what you did there Wendy's...

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#9

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V 2000
Community Member
8 months ago

Ouch!

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#10

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Toko Danganronpa
Community Member
8 months ago

DAMN WENDY'S

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#11

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May
Community Member
8 months ago

Beats are so overpriced

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#12

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Comfy Panda
Community Member
8 months ago

BWAHAHAHAHAHA!!!!!!

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#13

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omg sameee
Community Member
8 months ago

ooo

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#14

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Tolga ÜSTÜN
Community Member
8 months ago

I've been in USA and lots of beer was like that... As a person who doesn't like getting drung fast, I kinda like it...

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#15

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I don't like my name
Community Member
8 months ago

Oh snap!

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#16

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Persephone
Community Member
8 months ago

Omg this is the best!

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#17

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BlackPearltheSeaWing/NightWing
Community Member
8 months ago

LMAO

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#18

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Ghost Host
Community Member
8 months ago

I drink Gatorade for that.

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#19

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Irene Hsueh
Community Member
8 months ago

Delicious edible wax!

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#20

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Bob Epic
Community Member
8 months ago

whoever runs the Wendy's account is an absolute legend

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#21

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Ace Girl
Community Member
8 months ago

oh damn!

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#22

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BlackPearltheSeaWing/NightWing
Community Member
8 months ago (edited)

DAMN

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#23

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Tolga ÜSTÜN
Community Member
8 months ago

O c'mon Wendy's milk completes cookies. Even you know that...

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#24

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BlackPearltheSeaWing/NightWing
Community Member
8 months ago

HAHAHAHAHA

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#25

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Comfy Panda
Community Member
8 months ago

That dude needs burn cream....stat!!

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#26

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Pumpkin Spice
Community Member
8 months ago

I TAKE EXTREME OFFENSE, BUD LIGHT.

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#27

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Beta
Community Member
8 months ago

Lol I think I’m not sure I get it

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#28

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Box Knight
Community Member
8 months ago

Is this a compliment...?

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#29

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Magpie Magoo
Community Member
8 months ago

I swear it must be Ryan Reynolds doing the roasting on behalf of Wendy's.

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#30

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Sue Lynn Chan
Community Member
8 months ago

My drinks are everywhere. Help!

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Note: this post originally had 67 images. It’s been shortened to the top 30 images based on user votes.