Key Takeaways
– Influencer partnerships can have unintended consequences, as seen in the chaotic promotion between Keith Lee and Jersey Mike’s Subs.
– DoorDash drivers and Jersey Mike’s workers were overwhelmed by the promotion, leading to technical issues and strained resources.
– Adequate staffing and communication are crucial in the food service industry to handle increased demand during promotions.
– Brands should carefully consider the downstream implications of working with influencers on giveaways or promotions.
– Repairing the damage caused by a promotion gone wrong requires additional effort and resources.
Introduction
In the age of social media, influencer partnerships have become a popular marketing strategy for brands looking to reach a wider audience. However, these partnerships can sometimes have unintended consequences, as seen in a recent promotion between TikTok influencer Keith Lee and Jersey Mike’s Subs. The promotion, called the “SUB-perior Happy Hour,” offered a significant discount on DoorDash orders during specific hours. While the promotion seemed like a great opportunity to drive sales and increase brand awareness, it quickly turned into chaos for both DoorDash drivers and Jersey Mike’s workers.
The Chaotic Promotion
The SUB-perior Happy Hour promotion was scheduled to take place on June 7 and 8, offering $25 off DoorDash orders of at least $12 during specific hours. However, the promotion quickly spiraled out of control. Some Jersey Mike’s stores turned off orders just minutes into the promotion due to overwhelming demand. The DoorDash app also experienced technical issues, further exacerbating the chaos. Customers were frustrated by the inability to place orders, while workers were overwhelmed by the sudden influx of orders.
Overwhelmed Workers
Jersey Mike’s workers were caught off guard by the promotion, with some claiming they were not informed about it in advance. The sudden increase in orders put a strain on resources, leading to longer wait times and frustrated customers. Some workers even quit due to the overwhelming demand and lack of preparation. The incident highlights the importance of adequate staffing and communication in the food service industry, especially during promotions or special events.
Technical Issues and Frustrated Customers
The technical issues experienced by the DoorDash app added to the chaos of the promotion. Customers were unable to place orders or experienced delays, leading to frustration and negative experiences. The promotion, which was intended to drive sales and increase brand awareness, ended up causing more harm than good. Brands must consider the potential technical challenges and ensure that their platforms can handle increased demand during promotions.
The Downstream Implications
This incident serves as a reminder of the importance of considering the downstream implications when working with influencers on giveaways or promotions. While Keith Lee may have gained exposure and increased his following through the partnership with Jersey Mike’s, the brand suffered the consequences of overwhelmed workers, technical issues, and frustrated customers. Brands must carefully evaluate the potential impact of a promotion and ensure that they have the necessary resources and infrastructure to handle increased demand.
Repairing the Damage
Jersey Mike’s will now have to work harder to repair the damage caused by the chaotic promotion. The brand’s reputation may have been tarnished in the eyes of some customers who experienced frustration and delays. To address the situation, Keith Lee deleted the announcement on TikTok and expressed gratitude to the affected workers. He even prepared to give them $3,000 in cash as a gesture of appreciation. Repairing the damage caused by a promotion gone wrong requires additional effort, resources, and a commitment to addressing the concerns of both workers and customers.
Conclusion
The chaotic promotion between Keith Lee and Jersey Mike’s Subs serves as a cautionary tale for brands considering influencer partnerships and promotions. While these partnerships can offer exposure and increased brand awareness, they can also have unintended consequences. Adequate staffing, communication, and infrastructure are crucial in the food service industry to handle increased demand during promotions. Brands must carefully evaluate the downstream implications of a promotion and be prepared to address any issues that may arise. Repairing the damage caused by a promotion gone wrong requires additional effort and resources, but with the right approach, brands can regain the trust of their customers and move forward.
