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Wendy's Twitter Feed Is Cooking Up Creative Genius

Wendy's CEO Todd Penegor explains how the chain is driving sales via the brand's creative Twitter account.

Wendy's (WEN) - Get Wendy's Company (The) Report Twitter account has gone playfully savage on fans of the brand, haters and of those weak feeds of rivals like McDonald's (MCD) - Get McDonald's Corporation Report .

The result of giving Wendy's a true social media voice rather than making it a lame automated account (see most big brands)? Sales in the cash register, Wendy's CEO Todd Penegor explains, as attention on the feed's dialogue leads to interest in the restaurant's menu. 

"It is [Twitter] allowing us to talk with the next generation of consumers in millennials, they want to have a voice that represents what they stand for," Penegor tells TheStreet." "We are not a clown [McDonald's mascot], we are not a king [Burger King mascot], we are a person -- Wendy's -- Dave Thomas' daughter."

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