Wegmans is known for helping its customers expand their holiday season culinary horizons through recipes, food preparation videos, its monthly Menu magazine, online chats and — for the second year in a row — Twitter.
The grocer's executive chef Mark Makovec has gone online with some technical assistance to answer customer's questions tweeted to @Wegmans or the #Turkey911 hashtag.
Chef Makovec told Your News Now in Rochester that many consumers make a complete turkey only once a year and, that combined with all the sides involved in Thanksgiving dinner, the task can cause a lot of anxiety. His job is to help shoppers bust the stress.
"You get a lot of people all of a sudden where the light turns on and they say, 'I never thought of that. I've never done that before,' and it makes cooking so much easier," he said.
Wegmans turned to Twitter for the first time last year after receiving "an incredible amount of calls" about Thanksgiving.
Courtney Briggs, internet marketing coordinator at Wegmans, translates the chef's responses into Tweets.
"Twitter might be a specialized social media tool, but it's really just another way to talk to a customer," Ms. Briggs told WHEC.com. "It's the same experience you would have walking up to a chef in the store. This might be a little abbreviated to get to that 140 characters, but it's still two people connecting together, just in a new way."
How effective do you think Wegman's use of social media around Thanksgiving is in driving customer loyalty?