An Update on Amy's Baking Company Social Media Meltdown

Mike_Velocity
Mike McGrail Managing Director, Velocity Digital

Posted on May 16th 2013

An Update on Amy's Baking Company Social Media Meltdown

Update 20:08 16/05 – I’ve been told by a reliable source that there was an offer of a reality show on the table from Bravo before all of this crazy stuff happened. A little bit of me is starting to think ‘stunt’. There's also a Reddit thread by an ex-waitress from Amy's here.

The social web was crazy yesterday for the Amy's Baking Company social meltdown story. So what's the situation now?

They've called in a PR mop-up man

It would appear that Justin Rose, well known for clearing up PR nuclear disasters, has been called in to try to save the day. A hard task! He was interviewed on Arizona radio station kdkb.com (hear the interview on the link) before it was announced that he was apparently taking up the task. In that interview, he pretty much states that Amy's has no chance of recovery and that they should shut it down. Interesting. Well, it appears he has changed his mind and is behind their next move...

The grand re-opening

Head over to their Facebook Page and you'll see details of the grand re-opening...

Screen Shot 2013-05-16 at 11.18.57

Will this work? They say that people will be able to see the real Amy and Samy. I'm sure that anyone can sugarcoat themselves for one night. I suggested yesterday that they donate a sum to charity for each CAPS LOCK letter they used in their Facebook activities. I was kidding, but it does seem they will be making charity donations. To a cyber-bullying charity. The mind boggles. The taking tips from servers issue seems to be the main thing on their agenda, a terrible thing to do, but I think their behaviour on Facebook is worse. That post has over 7,500 comments. Some are very funny. A lot of people said to me yesterday that it has been great for their Likes etc on Facebook. I can't help but feel that a huge amount of those are purely people wanting to watch the carnage unfold. And unfold it has! They will get next to zero value from that increased audience. What will happen next? I'll be watching closely. This is the mother of all case-studies.

Mike_Velocity

Mike McGrail

Managing Director, Velocity Digital

I'm Mike McGrail, founder of UK based digital marketing and communications consultancy, Velocity Digital. We offer social media, content and digital marketing services, with a focus on measurability at all times. Follow me on Twitter and Google Plus.

 

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Comments

Just after hearing they are after getting there own TV show :(

 

http://www.thepotato.ie/2013/05/amys-baking-company-gets-own-tv-series/

Ha! Very good. 

It's definitely a show everyone would watch though... 

 

;)

"They will get next to zero value from that increased audience."

I tend to disagree. I think they will rake this all in and run with it. I think if they play their cards right they can take it to the bank.

I know that I might be in the minority here, but I think they are going to come out of this on top.

But why would people buy the product? By all accounts it stinks. If they sorted that, made sales and impressed people, then yes, I can see them doing ok out of this.

This is their opportunity to turn it all around. Right now, when business is going to boom, they need to make a better product if it stinks.

Or, perhaps it doesn't stink - http://www.azpbs.org/checkplease/segments/restaurant.php?id=5510

That link could just be PR, but the quote date is back in Feb...

Thanks for the follow up Mike.

I find every angle about this situation to be fascinating.

It is amazing that the PR mop up man tells a media outlet that it is a hopeless case & then agrees to take on the case.

It is amazing that the copy you shared from Facebook is about the other side of the story. Wasn't the other side of the story told on the Facebook feed with the all caps responses? Yes, I realize that was claimed as a hack, but it is rather uncertain from my point of view whether that claim was correct.

Like many things in marketing, a longitudinal following is in order. Let's take a look where they are at in 6 or 12 months.

A former waitress speaks out on Reddit

Too Funny. They asked Chef Ramsey to help them with a failing restaurant and they refused to listen to him. What makes anyone think that they'll listen to Justin Rose? Next they'll call in Chef Irvine - this is more of a Restaurant Impossible -- it's beyond a Kitchen Nightmare!

They're really going to test the PR maxim "any publicity is good publicity"!