Subscribe to Mic Daily
We’ll send you a rundown of the top five stories every day
Wendy's just tweeted the Pepe the Frog meme, a white supremacist mascot
FILE - This Friday, March 21, 2014, file photo, shows a Wendy's restaurant in Providence, R.I. The fast food chain is winning kudos from the internet for its amusing beef with a Twitter troll on Monday, Jan. 2, 2017. (AP Photo/Michael Dwyer, File) Michael Dwyer/AP

This is why we can't have nice things. 

Wendy's has apparently undergone something of a brand overhaul for 2017, getting super-sassy on Twitter with its fans and haters — including a viral clapback that schooled some user on what a refrigerator is. Today, however, the hamburger chain steered its social media strategy into an iceberg, tweeting a Pepe the Frog meme — unaware that it's the mascot of the internet's racist, white-nationalist, Trump-loving "alt-right" movement. The meme, which began life as a chill webcomic character, was designated by the Anti-Defamation League as a hate symbol in September.

Wendy's Pepe tweet
Wendy's Pepe tweet Wendy's/Twitter

Was it a sinister marketing ploy, an attempt to cater to militant right-wing patrons? Probably not. Wendy's was probably just tweeting its love of memes, but it picked one with an unfortunate — some would argue unfair — connotation. 

The tweet was removed "promptly," Wendy's later tweeted, because a community manager "was unaware of the recent evolution of the Pepe meme's meaning." (We reached out to Wendy's and will update with a response.)

"Since this used to be purely an innocuous meme, he had this fan content saved from a year or two ago," social media manager Amy Brown told BuzzFeed.

Cooper Fleishman
Senior editor, video