The “I’m mad as hell and I’m not going to take it anymore” PR strategy is a tough one to pull off, but it sometimes works. To wit: Dominique Ansel, whose bakery was shut down last week by the New York City Department of Health. The home of the original “cronut” (a croissant-donut hybrid), Ansel’s eponymously named establishment was closed after a patron took video of a mouse skittering across the floor.
Video footage of rodents running amok in a kitchen is usually a devastating blow to an eatery. Conventional PR wisdom would have Ansel issue multiple mea culpas, pledge to clean up his bakery’s act, and keep a low profile.
Instead, the Frenchman fumed. He took to Facebook to rail against small-business saboteurs: “[H]onest, hard-working businesses should not have to face cruel and sensationalized attacks that are not framed in the proper context…We urge our customers to seek deeper details and answers before jumping to conclusions.” He issued hard facts, stressing that no mouse was found and no droppings were in the kitchen. He stood outside his shop and vowed to come back like fictional prizefighter Rocky Balboa. “You take a hit, you go down, but you come back up stronger,” he proclaimed.
And… the gamble worked. Less then a week after Vermingate, lines for cronuts and other delectables are just as long at Ansel’s bakery as they were before the mouse made his (or her) film debut.
THE PR VERDICT: “B” (Good Show) to bakery owner Dominque Ansel.
THE PR TAKEAWAY: When everything is on the line, nothing is out of bounds. Perception is important for all businesses, but critical for those in industries like food service; just a whiff of odiousness can be enough to send fickle customers across the street. It’s a difficult strategy to employ: the facts must be in your favor, and there’s a very fine line between being seen as rightfully indignant and a whiner who won’t accept responsibility. In this case, Ansel succeeded, and the cronut lives on.