(The account is now verified.) Maybe that’s the crux of it. Steak-umm does the jokes and memes and petty inter-brand feuds like the rest of brand Twitter — but it’s also willing to go dark.

According to a statement from Steak-umm's social media manager, Nathan Allebach, the company's presence online is ultimately to "generate community, make memes, and sell frozen beef sheets." ...

Steak-Umm is having a bad week like the rest of us ... “We needed to stop with the memes. We needed to stop with the poking fun, and we needed to listen,” Bender said. What they heard was ...