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Why It's Not Okay To Call Your Customers Punks & P*ssies
By: Sarah Jane Dunaway
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Hopefully you’ve already heard, but this week the ears of Amy’s Baking Company Bakery Boutique & Bistro have been burning! Situated in cozy Scottsdale, Arizona, this little restaurant is owned by Amy and Samy Bouzaglo — a lovely couple who are so anything but lovely.

Amy and Samy have become Internet sensations practically overnight after suffering a very VERY public meltdown on social media in response to Fox’s Kitchen Nightmares host, Chef Gordon Ramsay, classifying the couple as simply too difficult to help. Unfortunately, who can blame him?

Each week Chef Ramsay visits a new restaurant suffering from dozens to hundreds of problems. Well, this week Chef Ramsay discovered two very large problems running Amy’s Baking Company — meet Amy and Samy.

I’m not even entirely sure how it happened except to say that yesterday afternoon I ventured to the company’s Facebook page to see dozens of very VERY angry messages posted by the owners calling readers liars, p*ssies, stupid, sh*t, punks, fools, and slutty b*tches.

A favorite post of fans read,

WE ARE NOT FREAKING OUT. WE DO NOT CARE ABOUT A ‘WITCH HUNT.’ I AM NOT A WITCH. I AM GODS CHILD. PISS OFF ALL OF YOU. F*CK REDDITS, F*CK YELP AND F*CK ALL OF YOU. BRING IT. WE WILL FIGHT BACK.

Well, fight back they did and in response to their fighting the bakery’s Facebook fans skyrocketed from something like 2,000 to 56,488 likes as of Wednesday afternoon. This “witch hunt” may present another classic case in the “all press is good press” debate.

Regardless of entertainment factor, it’s safe to say this is not good press. In fact, about 95% of all their fans, including myself, are fans simply to read all the angry updates. It’s amazing when a company can bring together customers for a common cause. The cause of this mission is Operation Provoke Amy & Samy. Guess what, it’s working.

Tuesday night after posting many, many angry “we hate everyone” messages, the owners cleared off their Facebook wall, replacing it with this one simple statement,

Obviously our Facebook, YELP, Twitter and Website have been hacked. We are working with the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not post those horrible things. Thank you Amy &Samy.

Unfortunately, their attempt at honesty was not taken seriously—evident in the following responses from “fans:”

I’m sure the FBI will make this their #1 priority.

The FBI has traced the Hacker. It’s coming form inside the Bakery.

Charlie Sheen must be instructing you guys on Marketing. Genius!

OBVIOUSLY

Does Amy know when you post these things on your own accounts it’s not called hacking, it’s calling logging in?

I could go on, but there are far too many posts to include. Long story short, people have meltdowns and people own companies. Sometimes people are a little overworked and a little stressed. But at the end of the day, it’s best not to call your customers “p*ssies,” unless of course you don’t believe in brand image and plan on closing shop within the next couple of months.


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About the Author

Sarah Jane Dunaway is a brand strategist and design consultant, and the writer and creator behind the blog Clean & Proper. A former member of the paper and printing industry, Sarah Jane specializes in helping businesses of all sizes streamline marketing communications by creating compelling brand identity systems and corporate identity packages. Find her online here

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