A Twitter user recently shared a cute but heartwarming conversation he had with sandwich fast-food chain Subway.
On April 8, the user, who goes by “Phil” on the social media platform, shared two screenshots of private conversations he had with the chain’s Twitter account.
“Subway really has been my therapist for over a year,” Phil tweeted.
In one conversation, Phil reaches out to Subway and tells the chain that he’s sad.
The restaurant responds hours later and asks what’s wrong.
In another conversation, Phil thanks Subway for the support he’s received.
Phil’s tweet immediately went viral, receiving over 820,000 likes.
Other Twitter users also similarly shared their interaction with other restaurant chains.
One person, for example, shared a conversation with fast-casual restaurant Noodles & Company.
Another shared messages with British bakery Greggs.
In the past decade, corporate brands have tried to connect with their social media followers by humanizing their accounts.
As Vulture interestingly points out, “brand humanization ‘works’ now in part because people feel disconnected and disheartened after scrolling through the daily chaos".
But it also signals a troubling issue, according to Brendan Kelly, the person behind Nihilist Arby’s Twitter account.
“If we’re looking to brands on Twitter as a way to connect with humanity, then we’re irrevocably fractured as a society.
They don’t love you.
I would like to repeat that: They don’t love you”.
So, in short, even though Subway’s conversation with Phil may have come out of good intention, it’s important to realize that, at the end of the day.
It’s probably best to share whatever thoughts and feelings we harbor with an actual human being and not with a corporate Twitter account
