Key takeaways:
Building a strong brand is an intricate process. It requires trust, consistency, and an unwavering commitment to customer satisfaction. But what happens when a single employee’s actions threaten to dismantle all of that hard work? The recent scandal at Auntie Anne’s Malaysia offers a perfect example of how to quickly derail your brand and pr—and how to avoid the same pitfalls.
What Actually Happenned to Auntie Anne getting viral?
Alice Chang, a former employee at Auntie Anne’s Mid Valley Megamall outlet, posted videos of herself kissing and handling raw pretzel dough on social media. This act, which appeared playful to her, quickly ignited widespread outrage online.
The video spread across TikTok and other platforms like wildfire, with customers expressing disgust at the clear breach of food hygiene standards. Auntie Anne’s Malaysia had no choice but to terminate Alice’s employment immediately and close the outlet for disinfection.
How It Damaged the Brand and Public Relations (pr)
Violation of Hygiene Standards The food industry is built on trust, especially when it comes to cleanliness and hygiene. Alice’s actions, captured on video, shattered that trust. When a customer sees an employee kissing dough and not wearing gloves, it raises concerns about overall safety and quality. This kind of incident creates an immediate public relations disaster for any food establishment.
Social Media Amplification Social media has become a double-edged sword for businesses. While it can boost brand visibility, it also provides a platform for mistakes to go viral. In this case, the video quickly gained traction, fueled by online outrage. The digital world is unforgiving, and once negative news catches on, it can permanently damage a brand’s reputation.
A snapshot of auntie anne on Google. Not the best impression if you ask me. -source: Google Search Association with Previous Scandals Adding fuel to the fire, Alice Chang is the sister of Adeline Chang, a known troublemaker who had previously gone viral for refusing to pay e-hailing drivers and other misdemeanors. The association between the sisters further eroded public perception of the brand, as it became clear that Auntie Anne’s had employed someone linked to a problematic figure.
Loss of Customer Trust As a result of the scandal, Auntie Anne’s had to close the affected outlet for deep cleaning. While this was a necessary response, it also fueled public uncertainty about the brand’s commitment to safety. Customers began questioning whether other outlets were safe or if the incident was an isolated one. When trust is broken in the food industry, it’s hard to rebuild it quickly.
a snapshot of the google trends on "auntie anne". An example of getting viral for the wrong things. - Source: Google Trends
Lessons to Learn: How to Avoid Brand Destruction
Prioritize Employee Training The root of this disaster lies in the lack of proper training for staff. Employees should not only be trained in food safety protocols but also understand the broader implications of their behavior. Auntie Anne’s could have prevented this scandal by emphasizing the importance of hygiene and the dangers of inappropriate social media use during training.
Respond Quickly and Transparently Auntie Anne’s Malaysia took swift action by firing Alice Chang and closing the store for disinfection. However, brands must also engage with the public transparently. In situations like this, a clear, honest response shows customers that the brand takes such incidents seriously. The longer you wait, the more room you leave for negative speculation.
Monitor Social Media Behavior In today’s connected world, what employees do online can directly affect your brand’s reputation. Encouraging staff to act responsibly on social media is crucial. In Alice Chang’s case, a simple act of filming herself with the dough spiraled into a public relations nightmare.
Distance from Negative Associations While it’s difficult to control an employee’s personal relationships, brands must be cautious when any association has the potential to harm their image. In this case, Alice Chang’s sister, Adeline, already had a bad reputation online. The association between the two sisters did not help Auntie Anne’s case and only served to deepen the public’s mistrust.
So? What next?
The Auntie Anne’s Malaysia scandal is a perfect example of how fragile brand reputations can be. One mistake can be all it takes to destroy years of hard work. Businesses must take employee behavior, both on and off the clock, seriously.
While Auntie Anne’s took appropriate corrective actions, this incident is a reminder for all brands to continually prioritize hygiene, employee training, and social media vigilance to maintain trust in an ever-watchful digital world.
If you want to avoid your brand from collapsing, you can email us. - blackstone
Ultimately, a brand is only as strong as the people representing it. Don’t let one bad apple be the reason your brand crumbles.
Source:
Auntie Anne’s KL Employee “Immediately Terminated” After Going Viral For Kissing Pretzel Dough - 8days.sg
Auntie Anne’s Fires Staff Caught 'Making Out' With Dough In Viral Photos - SAYS
Dough-n’t do that! Pretzel chain Auntie Anne’s Malaysia fires employee for sniffing and kissing dough in viral video; temporarily closes Mid Valley outlet - Malay Mail
Auntie Anne's Employee Fired After Video Of Her Kissing Dough Went Viral - TRP
About the Author:
Zanardy Putra Annuar is an experienced digital marketer and communications professional with a strong background in content creation, social media strategy, and brand management. With over 8 years of experience, Zanardy has worked across various industries, delivering impactful campaigns and driving brand engagement. He excels at turning complex topics into relatable, engaging content that resonates with diverse audiences. Linkedin
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